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Historical Research in Marketing
Journal of Marketing
Vol. 44, No. 4 (Autumn, 1980), pp. 52-58
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251230
Page Count: 7
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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.
Journal of Marketing © 1980 American Marketing Association