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ORIGINAL ARTICLE
HISTORICAL MARKETING RESEARCH – BARRIERS TO CONDUCTING IT AND ITS IMPORTANCE
1
Wydział Nauk Ekonomicznych, Państwowa Szkoła Wyższa im. Papieża Jana Pawła II w Białej Podlaskiej, Polska
Submission date: 2020-11-03
Acceptance date: 2020-11-27
Online publication date: 2021-03-31
Publication date: 2021-03-31
Corresponding author
Jacek Kamiński
Wydział Nauk Ekonomicznych, Państwowa Szkoła Wyższa im. Papieża Jana Pawła II w Białej Podlaskiej, Polska
Wydział Nauk Ekonomicznych, Państwowa Szkoła Wyższa im. Papieża Jana Pawła II w Białej Podlaskiej, Polska
Economic and Regional Studies 2021;14(1):108–126
KEYWORDS
TOPICS
ABSTRACT
Subject and purpose of work: The article is devoted to historical marketing research. Its
purpose is to identify barriers to conducting historical marketing research and to characterize the
significance of this type of research. Materials and methods: The observations contained in the article were formulated on the basis
of a review, analysis, synthesis and critical evaluation of the literature in the field of marketing. Results: The article highlights the ahistorical attitude of marketing discipline also with reference
to research in the area of marketing. Barriers to conducting this type of research were discussed
and the significance of historical research was pointed out.. The barriers were characterized based
on the properties of historical research as well as the features of practice and marketing theory.
The problem is discussed from the point of view of marketing practice, marketing theory, the
status of marketing as a science, the role of historical research as a critical approach in the science
of marketing, and historical analysis of phenomena as a social perspective. The significance of
historical marketing research for teaching marketing issues is underlined. Conclusions: The main conclusion of the analysis is that historical research on marketing
plays a particularly significant role, despite the fact that it is found on the margins of currently
undertaken issues and does not belong to the mainstream marketing. As a result, it is rarely
discussed in marketing textbooks.
PEER REVIEW INFORMATION
Article has been screened for originality
iThenticate
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