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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
- ISSN
- 1755-750X
- DOI
- 10.1108/17557501111183635
- Publisher site
- See Article on Publisher Site
Abstract
Purpose – The purpose of this article is to advance biographical work in marketing, to summarize the status of biography in marketing, and to illustrate the process with an example of a developing study. Design/methodology/approach – The article is based on a literature review of biography and a brief review of biography in marketing; the article illustrates biographical research and writing. Findings – The discussion introduces approaches for undertaking marketing biography, especially the challenges of developing information, assessing its quality, as well as methods for telling the story. Research limitations/implications – Biography is a “flawed process”. It is difficult to fully elaborate the scope of biography in a journal length article let alone apply the principles. Some topics are shortened, others are hinted at, and others are omitted but the discussion points the way to undertaking biography. Originality/value – This article introduces contemporary elements for the development of marketing biography illustrated with elements from the life of E.T. Grether.
Journal
Journal of Historical Research in Marketing – Emerald Publishing
Published: Nov 8, 2011
Keywords: Biographical methods; Marketing biography; Marketing history; History of marketing thought; Marketing; Biography