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.
- Marketing theory