TY  - JOUR
AB  - 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.
VL  - 3
IS  - 4
SN  - 1755-750X
DO  - 10.1108/17557501111183608
UR  - https://doi.org/10.1108/17557501111183608
AU  - Fullerton Ronald A.
PY  - 2011
Y1  - 2011/01/01
TI  - Historical methodology: the perspective of a professionally trained historian turned marketer
T2  - Journal of Historical Research in Marketing
PB  - Emerald Group Publishing Limited
SP  - 436
EP  - 448
Y2  - 2024/04/19
ER  -