Abstract
Historical studies in marketing have existed from the outset of the discipline, however rare and disorganized. Since the early ‘80s, works of this type have grown in number thanks to a group of researchers intent on turning historical investigations in marketing into a new discipline. They seem about to succeed: since 1983, marketing historians have been gathering every two years for a conference, the fourth significantly titled: “Marketing history: The emerging discipline” [Nevett, Whitney and Hollander 1989].
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Cochoy, F. (1994). The Emerging Tradition of Historical Research in Marketing: History of Marketing and Marketing of History. In: Laurent, G., Lilien, G.L., Pras, B. (eds) Research traditions in marketing. International Series in Quantitative Marketing, vol 5. Springer, Dordrecht. https://doi.org/10.1007/978-94-011-1402-8_12
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