Explorations & insights: Doctoral seminars in marketing theory: For incorporating the history of marketing practice and thought

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Abstract

Purpose – The purpose of this paper is to argue for including historical perspectives in doctoral seminars in marketing theory. Design/methodology/approach – The paper describes how marketing history is currently incorporated into the author’s doctoral seminar in marketing theory. Findings – The author’s doctoral seminar in marketing theory incorporates history in three ways: the assignment of specific historical articles, the use of historically oriented, supplementary readings, and the use of history to examine specific controversies. Originality/value – Rather than marketing history and marketing theory being competitors, they complement each other well in doctoral seminars.

Original languageEnglish
Pages (from-to)443-456
Number of pages14
JournalJournal of Historical Research in Marketing
Volume2
Issue number4
DOIs
StatePublished - 2010

Keywords

  • History
  • Marketing
  • Marketing theory
  • Seminars

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