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Historical Research in Marketing

Ronald Savitt
Journal of Marketing
Vol. 44, No. 4 (Autumn, 1980), pp. 52-58
DOI: 10.2307/1251230
Stable URL: http://www.jstor.org/stable/1251230
Page Count: 7
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
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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