Doctoral seminars in marketing theory: For incorporating the history of marketing practice and thought
Journal of Historical Research in Marketing
ISSN: 1755-750X
Article publication date: 26 October 2010
Abstract
Purpose
The purpose of this paper is to argue for including historical perspectives in doctoral seminars in marketing theory.
Design/methodology/approach
The paper describes how marketing history is currently incorporated into the author's doctoral seminar in marketing theory.
Findings
The author's doctoral seminar in marketing theory incorporates history in three ways: the assignment of specific historical articles, the use of historically oriented, supplementary readings, and the use of history to examine specific controversies.
Originality/value
Rather than marketing history and marketing theory being competitors, they complement each other well in doctoral seminars.
Keywords
Citation
Hunt, S.D. (2010), "Doctoral seminars in marketing theory: For incorporating the history of marketing practice and thought", Journal of Historical Research in Marketing, Vol. 2 No. 4, pp. 443-456. https://doi.org/10.1108/17557501011092484
Publisher
:Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited