Historical Investigation and the Practice of Marketing
指出营销实践中的问题与历史研究有相似之处，介绍了历史调查的四个阶段及证据处理技术，并举例说明这些技术如何补充科学方法在营销中的应用。
Considerable similarities can be found between some of the problems that arise in the practice of marketing and those encountered in the study of history. The author describes the four stages of the historical investigation process and explains the techniques historians use in working with various types of evidence. He gives examples of how these techniques can be applied in marketing practice, arguing that they can be a valuable supplement to the application of scientific method.