On the intersection of marketing history and marketing theory
本文论证历史研究能贡献于营销理论，先回顾传统营销理论观，再讨论历史研究的性质，提出营销史与理论的交叉方式，并用两个例子说明历史方法如何推进营销理论。
Can historical research contribute to marketing theory? This essay argues ‘yes.’ The essay begins by reviewing the conventional view of marketing theory. Then, it discusses the nature of historical research, proposes how marketing history and theory intersect, and provides two examples of how historical method has been used to advance marketing theory.