On the intersection of marketing history and marketing theory

Research output: Contribution to journalReview article

11 Scopus citations

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.

Original languageEnglish
Pages (from-to)483-489
Number of pages7
JournalMarketing Theory
Volume11
Issue number4
DOIs
StatePublished - Dec 2011

Keywords

  • market segmentation
  • marketing history
  • marketing theory
  • product differentiation
  • qualitative methods

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