Historical methodology: the perspective of a professionally trained historian turned marketer
Journal of Historical Research in Marketing
ISSN: 1755-750X
Article publication date: 8 November 2011
Abstract
Purpose
The paper's aim is to explain historical methodology in a marketing context.
Design/methodology/approach
The paper draws on the author's personal experience, being trained in the history method and using the historical method.
Findings
An awareness of time contexts and complex change is essential, so too is an appreciation of primary sources (as defined by historians). Reading the present into the past (anachronism) is to be avoided, and the interpretation and explanation of events are essential to good history.
Originality/value
The paper represents the author's own personal experience.
Keywords
Citation
Fullerton, R.A. (2011), "Historical methodology: the perspective of a professionally trained historian turned marketer", Journal of Historical Research in Marketing, Vol. 3 No. 4, pp. 436-448. https://doi.org/10.1108/17557501111183608
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited