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On the intersection of marketing history and marketing theory

On the intersection of marketing history and marketing theory Can historical research contribute to marketing theory? This essay argues ‘yes.’ The essay begins by reviewing the conventional view of marketing theory. Then, it discusses the nature of historical research, proposes how marketing history and theory intersect, and provides two examples of how historical method has been used to advance marketing theory. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Theory SAGE

On the intersection of marketing history and marketing theory

Marketing Theory , Volume 11 (4): 7 – Dec 1, 2011

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References (34)

Publisher
SAGE
Copyright
© SAGE Publications 2011
ISSN
1470-5931
eISSN
1741-301X
DOI
10.1177/1470593111418802
Publisher site
See Article on Publisher Site

Abstract

Can historical research contribute to marketing theory? This essay argues ‘yes.’ The essay begins by reviewing the conventional view of marketing theory. Then, it discusses the nature of historical research, proposes how marketing history and theory intersect, and provides two examples of how historical method has been used to advance marketing theory.

Journal

Marketing TheorySAGE

Published: Dec 1, 2011

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