Always Historicize!: Researching Marketing History in a Post-Historical Epoch  

Oleh:

Brown, Stephen ; Hirschman, Elizabeth C. ; Maclaran, Pauline

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Marketing Theory vol. 1 no. 1 (Sep. 2001), page 49–89.
Topik: Fredric Jameson; heritage parks; historicism; marketing research; post-history; postmodernism
Fulltext: 49MT11.pdf (205.56KB)

Isi artikel

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. History, however, is embroiled in a serious epistemological crisis, precipitated by the advent of postmodernism. Marketers, therefore, 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, provides a worked example of postmodern historicism and explicates the methodological implications for marketing research.

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