• DOI:10.1177/0276146705274982
Corpus ID: 9997002

Periodization in Marketing History

@article{Hollander2005PeriodizationIM,
  title={Periodization in Marketing History},
  author={Stanley C. Hollander and Kathleen M. Rassuli and D. Jones and L. Dix},
  journal={Journal of Macromarketing},
  year={2005},
  volume={25},
  pages={32 - 41}
}

Stanley C. Hollander, Kathleen M. Rassuli, +1 author L. Dix

Published 2005

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Journal of Macromarketing

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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.