Marketing, marketing systems, and the framing of marketing history

Abstract

Purpose

This paper aims to highlight the limitations of marketing viewed as a management discipline in addressing contemporary concerns. Widening the scope of marketing enquiry leads directly to the role, nature and dynamics of marketing systems, suggesting that historical studies could often be framed in marketing systems terms, highlighting underlying patterns and interactions.

Design/methodology/approach

This paper draws on studies in marketing history to illustrate ways in which a framing in terms of marketing system concepts could be of value.

Findings

Framing historical studies in marketing systems terms draws attention to underlying patterns and links marketing history directly to macro-marketing theory, enabling the testing of theory drawing on work in the logic of comparative historical analysis.

Originality/value

This paper draws attention to a new way of thinking about historical research in marketing.

Citation

Layton, R. (2015), "Marketing, marketing systems, and the framing of marketing history", Journal of Historical Research in Marketing, Vol. 7 No. 4, pp. 549-572. https://doi.org/10.1108/JHRM-02-2015-0008