Historical research in marketing: Retrospect and prospect

Jones, D.G. Brian; Monieson, David D.

doi:10.1007/bf02723911

Cited by 35 publications

(15 citation statements)

References 50 publications

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“…Periodization as a methodology is not without its limitations which must be acknowledged. As depicted by other scholars, due to the nature of the data sources available for this analysis it can be difficult to assess the extent to which the publication dealt with or explained change through time as the majority of texts included described what was happening within the social marketing discipline at one point in time and did not compare state of play (particularly in the early eras) with other points in time (Jones and Monieson, 1990).…”

Section: Discussionmentioning

confidence: 99%

Social marketing partnerships: Evolution, scope and substance

Duane

Domegan

2018

Marketing Theory

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The popularity and benefits of social marketing partnerships accord partnerships as the 5th 'P' of the social marketing mix and an essential element of interventions. Yet the scope and substance of partnerships within social marketing remains ambiguous and is an underutilized marketing mix tool. This article critically examines over 50 years of social marketing academic literature to uncover and unpack the full potential of social marketing partnerships and the various forms taken. Periodization is applied as a lens and method for modelling partnership evolution over time. Three dominant eras of social marketing partnerships are evident; the period of transaction, the period of formalization and the period of integrated systems, each with different partnership understandings and characteristics. By examining social marketing partnerships as an evolving entity, this article identifies a 'constant flux' trajectory, with partnerships continuing to respond and react to broadening environmental and theoretical catalysts with the development of a model of social marketing partnerships in sight.

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Section: Discussionmentioning

confidence: 99%

Social marketing partnerships: Evolution, scope and substance

Duane

Domegan

2018

Marketing Theory

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“…The recent privileging of historical matters in marketing scholarship also underlines just how much history has to teach us. Already we have nascent literatures on marketing history (Bartels, 1976;Nevett and Fullerton, 1988;Jones and Monieson, 1990), nostalgia (Holbrook, 1993;Goulding 1999), retro-marketing (Brown, 2001), advertising recall (Burke and Srull, 1988), not to mention tomes that celebrate the Golden Age of Advertising (Bregman, 2002;Heimann, 2005), periodic paeans to making use of the past as a guide to the future (Savitt, 1989;Brown and Maclaran, 1996;Day, 1996), a biennial Conference on Historical Analysis and Research in Marketing (CHARM) which celebrates its 25th anniversary in 2008, and how could we forget the newly launched Journal of Historical Research in Marketing? This paper doesn't seek to subvert such obvious reality.…”

Section: Rememberingmentioning

confidence: 99%

`Don't forget the fruit gums, chum': marketing under erasure and renewal

2008

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The world's best marketers are blessed with a peculiar inventiveness that stems from experiencing the world as a novelty, which is why the marketing discipline in general has a good memory for forgetting. In this paper then, we contend that amnesia in marketing academia is perfectly healthy, and indeed functions as a key component of our creative, ideas-laden discipline. We argue that the marketer's natural inclination towards erasure and renewal, towards always wiping the slate clean, should be encouraged, not cured. In marshalling the evidence in favour of forgetting, we pull apart the dialectic of remembering and forgetting, demonstrate how forgetting is integral to the academic sensibility, and question how much of the marketing literature is worth remembering in the first place. New and improvedMarketing has a good memory for forgetting. Whether as a consequence of the socalled 'end of history' thesis promulgated by postmodernists or not, it is clear that many marketing thinkers and theorists frequently ignore our discipline's prodigious history. You could say they are amnesiac neophiliacs. After all, marketing's life-blood is a consumer culture sustained by what Walter Benjamin (2003: 179), paraphrasing Friedrich Nietzsche, calls the 'eternal recurrence of the new'. In 449 Volume 8(4): 449-463

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“…To fully appreciate the development of the discipline requires a historical perspective. This presents some difficulties for marketing academics since marketing history is one of the least developed specialisms and competing views of its development are limited (Holden and Holden, 1998;Jones and Monieson, 1990). The most authoritative account is provided by Bartels (1983), who argues that the lack of theorists in marketing can be traced back to the 1960s and is the outcome the relative influence of organized groups of US practitioners and academics that today comprise the American Marketing Association.…”

Section: Lack Of Theoristsmentioning

confidence: 99%

Marketing Theory Matters

Burton

2005

British J of Management

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There have been concerns about the slow pace of theory development inside and outside of marketing for a number of years. Rarely have some of the possible reasons for this lack of development been considered, or an assessment of the ways in which a more theoretically driven focus might emerge been discussed. This paper addresses these gaps in the current debate. Potential difficulties have emerged as a result of a lack of theorists, lack of theory courses, business school strategies and misguided perceptions of practitioner‐oriented research amongst other things. Suggestions for future action to drive a more theoretically driven marketing are proposed.

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Historical research in marketing: Retrospect and prospect

Cited by 35 publications

References 50 publications

Social marketing partnerships: Evolution, scope and substance

Social marketing partnerships: Evolution, scope and substance

`Don't forget the fruit gums, chum': marketing under erasure and renewal

Marketing Theory Matters

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