haku: @author Maclaran, P. / yhteensä: 5
viite: 4 / 5
| Tekijä: | Brown, S. Hirshman, E. C. Maclaran, P. |
| Otsikko: | Always Historicize! Researching marketing history in a post-historical epoch |
| Lehti: | Marketing Theory
2001 : VOL. 1:1, p. 49-89 |
| Asiasana: | RESEARCH MARKETING MARKET THEORY MARKETING THEORY HISTORY |
| Kieli: | eng |
| Tiivistelmä: | In recent years, marketing history has emerged as a major research stream. Impressive and welcome though these historical studies are, they are predicated on traditional research perspectives. Marketers are becoming more historically minded at a time when accepted historical approaches are under mounting attack and the discipline is dissolving into a state of scholarly civil war. Indeed, the cutting edge of contemporary historical scholarship is found in the field of literary criticism, where historicism is replacing deconstruction as the method of the moment. This article examines the postmodern critique of (marketing) history, explains the literary theorists' textual alternative. |
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