Historical methodology: the perspective of a professionally trained historian turned marketer

Ronald A. Fullerton (Toms River, New Jersey, USA)

Journal of Historical Research in Marketing

ISSN: 1755-750X

Publication date: 8 November 2011



The paper's aim is to explain historical methodology in a marketing context.


The paper draws on the author's personal experience, being trained in the history method and using the historical method.


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.


The paper represents the author's own personal experience.



Fullerton, R. (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

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Copyright © 2011, Emerald Group Publishing Limited

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