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Historical research in marketing theory and practice: a review essay

Tadajewski, M.; Jones, D.G.B.

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M. Tadajewski

D.G.B. Jones


This paper reviews 30 years of interdisciplinary scholarship that deals with marketing history or the history of marketing thought. We have ranged across the humanities and social sciences to review the very best scholarship that these domains have produced which speaks to issues likely to concern the readers of the Journal of Marketing Management (JMM). These domains include: the history of marketing management, history of market research, history of market segmentation, product management history, retailing and channels history, promotion history, advertising history, the history of marketing thought, and marketing and the management of subjectivity, among others. Given obvious page limitations we have nevertheless tried to appeal to the paradigmatic span of the readers of the JMM. With this in mind, we have critically reviewed material that will be of interest to managerially oriented academics, as well as those who subscribe to consumer culture theoretics and critical marketing studies.


Tadajewski, M., & Jones, D. (2014). Historical research in marketing theory and practice: a review essay. Journal of Marketing Management, 30(11-12), 1239-1291.

Journal Article Type Article
Online Publication Date Jun 30, 2014
Publication Date Sep 1, 2014
Deposit Date Jan 28, 2014
Publicly Available Date Dec 11, 2014
Journal Journal of Marketing Management
Print ISSN 0267-257X
Electronic ISSN 1472-1376
Publisher Taylor and Francis Group
Peer Reviewed Peer Reviewed
Volume 30
Issue 11-12
Pages 1239-1291
Keywords Marketing history, History of marketing thought, Managerial perspectives, Consumer culture theoretics, Critical marketing studies.


Accepted Journal Article (350 Kb)

Copyright Statement
This is an Accepted Manuscript of an article published by Taylor & Francis Group in Journal of Marketing Management on 30/06/2014, available online at:

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