Always Historicize!
本文探讨后现代主义对营销史学的挑战，介绍文学理论中的文本替代方案，并通过实例展示后现代历史主义方法及其对营销研究的方法论启示。
In recent years, marketing history has emerged as a major research stream. Impressive and welcome though these historical studies are, they are predicatedon traditional research perspectives. History, however, is embroiled in a seriou sepistemological crisis, precipitated by the advent of postmodernism. Marketers, therefore, are becoming more historically minded at a time when accepted historical approaches are under mounting attack and the discipline is dissolving into a state of scholarly civil war. Indeed, the cutting edge of contemporary historical scholarship is found in the field of literary criticism, where historicism is replacing deconstructionas the method of the moment. This article examines the postmodern critique of(marketing) history, explains the literary theorists’ textual alternative, provides a worked example of postmodern historicism and explicates the methodological implications for marketing research.