Marketing history from below: towards a paradigm shift in marketing historical research

摘要: Purpose – The purpose of this article is to introduce the theme special issue. In doing so, paper argues that marketing historical research in need a paradigmatic shift. Rather than privilege primary and secondary sources preserve perspectives actions corporate managers academics, historians open narratives they construct much more before experiences voices ordinary consumers, i.e. those who actually shop buy choose. They also do incorporate into their examples value-creation consumers themselves enact, both inside outside sphere market. Design/methodology/approach By reviewing state literature, introduces “History from Below” school thought research. It tests what extent stronger consumer focus might be able enrich m...