Purpose – The purpose of this paper is to describe Stanley C. Hollander's doctoral seminar in the history of marketing thought and offer some insights into its uniqueness. Design/methodology/approach – The paper presents a combination of personal reflections, personal interviews, and documentation from the final offering of the course. Findings – Hollander's course was distinctive among such efforts at doctoral education and probably one of the last such seminars in North America. Originality/value – There has been little written about teaching the history of marketing thought and to date no published account of Hollander's seminar.
Journal of Historical Research in Marketing – Emerald Publishing
Published: Mar 20, 2009
Keywords: Teaching; History; Marketing theory; United States of America
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