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January 1, 1980Journal of Marketing

Historical Research in Marketing

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Abstract

Why history in marketing? Historical research in marketing offers opportunities for charting our past and better understanding our present. The author formulates a suitable method for undertaking historical research in marketing. It relates the principles of history to the study of marketing.

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Cite This Study

Ronald Savitt (1980) studied this question.

synapsesocial.com/papers/6a7a0eff5968508e56f3a845 https://doi.org/10.2307/1251230

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