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On biography in marketing

On biography in marketing Purpose – The purpose of this article is to advance biographical work in marketing, to summarize the status of biography in marketing, and to illustrate the process with an example of a developing study. Design/methodology/approach – The article is based on a literature review of biography and a brief review of biography in marketing; the article illustrates biographical research and writing. Findings – The discussion introduces approaches for undertaking marketing biography, especially the challenges of developing information, assessing its quality, as well as methods for telling the story. Research limitations/implications – Biography is a “flawed process”. It is difficult to fully elaborate the scope of biography in a journal length article let alone apply the principles. Some topics are shortened, others are hinted at, and others are omitted but the discussion points the way to undertaking biography. Originality/value – This article introduces contemporary elements for the development of marketing biography illustrated with elements from the life of E.T. Grether. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

On biography in marketing

Ronald Savitt
Journal of Historical Research in Marketing , Volume 3 (4): 21 – Nov 8, 2011
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21 pages

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1755-750X
DOI
10.1108/17557501111183635
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this article is to advance biographical work in marketing, to summarize the status of biography in marketing, and to illustrate the process with an example of a developing study. Design/methodology/approach – The article is based on a literature review of biography and a brief review of biography in marketing; the article illustrates biographical research and writing. Findings – The discussion introduces approaches for undertaking marketing biography, especially the challenges of developing information, assessing its quality, as well as methods for telling the story. Research limitations/implications – Biography is a “flawed process”. It is difficult to fully elaborate the scope of biography in a journal length article let alone apply the principles. Some topics are shortened, others are hinted at, and others are omitted but the discussion points the way to undertaking biography. Originality/value – This article introduces contemporary elements for the development of marketing biography illustrated with elements from the life of E.T. Grether.

Journal

Journal of Historical Research in Marketing – Emerald Publishing

Published: Nov 8, 2011

Keywords: Biographical methods; Marketing biography; Marketing history; History of marketing thought; Marketing; Biography

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