Hollander's doctoral seminar in the history of marketing thought

Abstract

Purpose

The purpose of this paper is to describe Stanley C. Hollander's doctoral seminar in the history of marketing thought and offer some insights into its uniqueness.

Design/methodology/approach

The paper presents a combination of personal reflections, personal interviews, and documentation from the final offering of the course.

Findings

Hollander's course was distinctive among such efforts at doctoral education and probably one of the last such seminars in North America.

Originality/value

There has been little written about teaching the history of marketing thought and to date no published account of Hollander's seminar.

Citation

Brian Jones, D.G. and Keep, W. (2009), "Hollander's doctoral seminar in the history of marketing thought", Journal of Historical Research in Marketing, Vol. 1 No. 1, pp. 151-164. https://doi.org/10.1108/17557500910941619