On biography in marketing
Journal of Historical Research in Marketing
ISSN: 1755-750X
Article publication date: 8 November 2011
Abstract
Purpose
The purpose of this article is to advance biographical work in marketing, to summarize the status of biography in marketing, and to illustrate the process with an example of a developing study.
Design/methodology/approach
The article is based on a literature review of biography and a brief review of biography in marketing; the article illustrates biographical research and writing.
Findings
The discussion introduces approaches for undertaking marketing biography, especially the challenges of developing information, assessing its quality, as well as methods for telling the story.
Research limitations/implications
Biography is a “flawed process”. It is difficult to fully elaborate the scope of biography in a journal length article let alone apply the principles. Some topics are shortened, others are hinted at, and others are omitted but the discussion points the way to undertaking biography.
Originality/value
This article introduces contemporary elements for the development of marketing biography illustrated with elements from the life of E.T. Grether.
Keywords
Citation
Savitt, R. (2011), "On biography in marketing", Journal of Historical Research in Marketing, Vol. 3 No. 4, pp. 486-506. https://doi.org/10.1108/17557501111183635
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited