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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An explosion of interest in consumption has occurred among American and European historians. While social historians have paid the most attention to consumption a broad array including economic, communications and intellectual historians have taken up this issue. These authors have varying views of the nature of changes in consumption and of the dimensions and causes of these changes. This article attempts to summarize the historians' views.
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