On the intersection of marketing history and marketing theory

Shelby D. Hunt

doi:10.1177/1470593111418802

On the intersection of marketing history and marketing theory

Shelby D. Hunt

Business Administration

Research output: Contribution to journal › Review article › peer-review

13 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 language	English
Pages (from-to)	483-489
Number of pages	7
Journal	Marketing Theory
Volume	11
Issue number	4
DOIs	https://doi.org/10.1177/1470593111418802
State	Published - Dec 2011

Keywords

market segmentation
marketing history
marketing theory
product differentiation
qualitative methods

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title = "On the intersection of marketing history and marketing theory",

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.",

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year = "2011",

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KW - marketing history

KW - marketing theory

KW - product differentiation

KW - qualitative methods

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SN - 1470-5931

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On the intersection of marketing history and marketing theory

Abstract

Keywords

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