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Historical research in marketing: Retrospect and prospect

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Abstract

The history of historical research in marketing is reviewed as background to an examination of the state of the art. We focus on the major current contributors to historical research in marketing, their recent works, and opinions about future prospects for this field.

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  1. University of Prince Edward Island, Charlottetown, USA

    D. G. Brian Jones

  2. Queen’ s University, Kingston, Ontario

    David D. Monieson

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Jones, D.G.B., Monieson, D.D. Historical research in marketing: Retrospect and prospect. JAMS 18, 269–278 (1990). https://doi.org/10.1007/BF02723911

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