Historical research in marketing theory and practice: a review essay

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

Abstract

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.

Citation

Tadajewski, M., & Jones, D. (2014). Historical research in marketing theory and practice: a review essay. Journal of Marketing Management, 30(11-12), 1239-1291. https://doi.org/10.1080/0267257x.2014.929166

• 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
• DOI: https://doi.org/10.1080/0267257x.2014.929166
• Keywords: Marketing history, History of marketing thought, Managerial perspectives, Consumer culture theoretics, Critical marketing studies.