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A Farewell to Ahistoricism

A Farewell to Ahistoricism Book review Book review Edited by D.G. Brian Jones, Mark Tadajewski The Routledge Companion to Marketing History Routledge Abingdon Review DOI 10.1108/JHRM-09-2016-0022 The Routledge Companions in Business, Management and Accounting set themselves up as reputable reference works providing “an overview of a whole subject area or sub-discipline”. Indeed, they are offered as a work of reference, a “go to” volume that may provide the best insight or initiation into a subject, field or perspective, a “one-stop-shop resource for each theme covered”. This edition, relating to marketing history, without doubt achieves that. Its range is vast and the detailed and comprehensive nature of the coverage is impressive. It is international in its scope, offering nine country-specific histories and a full array of specific marketing practices from market research, packaging and retail, through distribution, competition and anti-trust law, and selling and sales management. It is easy to imagine how this volume will quickly establish itself as the first port of call for anyone wanting to understand the basic features and factors of these areas of history. Thus, Schwarzkopf provides a thorough introduction to the history of market research, identifying the key moments and players that are likely to stimulate, guide and http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

A Farewell to Ahistoricism

Clampin, David
Journal of Historical Research in Marketing , Volume 8 (4): 4 – Nov 21, 2016
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References (7)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1755-750X
DOI
10.1108/JHRM-09-2016-0022
Publisher site
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Abstract

Book review Book review Edited by D.G. Brian Jones, Mark Tadajewski The Routledge Companion to Marketing History Routledge Abingdon Review DOI 10.1108/JHRM-09-2016-0022 The Routledge Companions in Business, Management and Accounting set themselves up as reputable reference works providing “an overview of a whole subject area or sub-discipline”. Indeed, they are offered as a work of reference, a “go to” volume that may provide the best insight or initiation into a subject, field or perspective, a “one-stop-shop resource for each theme covered”. This edition, relating to marketing history, without doubt achieves that. Its range is vast and the detailed and comprehensive nature of the coverage is impressive. It is international in its scope, offering nine country-specific histories and a full array of specific marketing practices from market research, packaging and retail, through distribution, competition and anti-trust law, and selling and sales management. It is easy to imagine how this volume will quickly establish itself as the first port of call for anyone wanting to understand the basic features and factors of these areas of history. Thus, Schwarzkopf provides a thorough introduction to the history of market research, identifying the key moments and players that are likely to stimulate, guide and

Journal

Journal of Historical Research in Marketing – Emerald Publishing

Published: Nov 21, 2016

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