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Historical research with Chinese multilateral historical marketing sources

Tony Yan (Global Business Leadership Department, College of St Benedict and St John’s University, Collegeville, Minnesota, USA)
Michael R. Hyman (Department of Marketing, New Mexico State University, Las Cruces, New Mexico, USA)

Journal of Historical Research in Marketing

ISSN: 1755-750X

Article publication date: 5 November 2021

Issue publication date: 6 May 2022




The rich primary and secondary data sources for studying historical Chinese marketing theory and practice are discussed. This paper aims to briefly address possible challenges (and their solutions) to using these sources.


A bibliographic review is used to analyze historical sources pertaining to Chinese marketing theory and practice.


Marketing scholars can draw from multiple but neglected and underused Chinese sources to glean important historical data reflecting pre-1949 Chinese marketing.

Research limitations/implications

Underused Chinese multilateral historical marketing materials are inalienable to extending historical marketing study. Many studies about marketing theory and practice are amenable to such materials.

Practical implications

By scrutinizing these materials, contemporary marketers can formulate parallel strategies from the repertoire of historical marketing strategies.


This is the first comprehensive survey of an invaluable non-Western source for historical research in marketing.



Yan, T. and Hyman, M.R. (2022), "Historical research with Chinese multilateral historical marketing sources", Journal of Historical Research in Marketing, Vol. 14 No. 2, pp. 260-280.



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