Periodization in Marketing History

  title={Periodization in Marketing History},
  author={Stanley C. Hollander and Kathleen M. Rassuli and D. G. Brian Jones and Laura Farlow Dix},
  journal={Journal of Macromarketing},
  pages={32 - 41}
This article explores some of the purposes, advantages, problems, and limitations of periodizing marketing history and the history of marketing thought. A sample of twenty-eight well-known periodizations taken from marketing history, the history of marketing thought, and business history is used to illustrate these themes. The article concludes with recommendations about how to periodize historical research in marketing. 

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