On the intersection of marketing history and marketing theory

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17 Scopus citations


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
Issue number4
StatePublished - Dec 2011


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


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