Publication | Closed Access
Historical Research in Marketing
68
Citations
0
References
1980
Year
AdvertisingBusiness HistoryHistory Of MarketingManagementConsumer ResearchBusinessOffers OpportunitiesSuitable MethodMarketing TheoryHistorical ResearchMarketing InsightsMarketingMarketing Strategy
Why history in marketing? Historical research in marketing offers opportunities for charting our past and better understanding our present. The author formulates a suitable method for undertaking historical research in marketing. It relates the principles of history to the study of marketing.