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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2009 Emerald Group Publishing Limited. All rights reserved.
- ISSN
- 1755-750X
- DOI
- 10.1108/17557500910974631
- Publisher site
- See Article on Publisher Site
Abstract
Purpose – This paper aims to be a reflection on the production of The History of Marketing Thought . Design/methodology/approach – Historical review. Findings – Marketing has been largely ahistorical. Hopefully with the production of this collection, it will become less so as students and scholars alike engage with the history of marketing thought. Research limitations/implications – Some possible limitations of the collection are outlined. Practical implications – The major work articulates the value of historical research for marketing and management practice. Originality/value – This paper reflects a personal perspective on the production of a collection of scholarly articles.
Journal
Journal of Historical Research in Marketing – Emerald Publishing
Published: Jul 10, 2009
Keywords: Marketing theory; Marketing; History