This paper aims to present a new model of marketing analysis that is capable of using the embedded knowledge that sits untapped in the history of marketing thought to solve contemporary marketing problems – the conceptual-historical analytical research model (CHARM).,This paper outlines the evolution of historical analysis methods (HAM), along with critiques and enhancements of the prior processes offered by Savitt (1980), Nevett (1991) and Golder (2000). From these foundations, the paper outlines the components of the model of historical analysis, detailing the development of the analytical template design. It also details the four-step process of engaging structured revisits of past knowledge for contemporary problem-solving.,The CHARM for problem-solving in marketing is a knowledge-gathering system that informs marketing decisions addressing contemporary problems. This is achieved through the use of embedded knowledge from a corpus of historical texts.,This paper provides a method for future researchers to apply for replicable examination of historical texts and to assist intercoder reliability for multi-author history projects through the application of structured templates.,The CHARM for problem-solving in marketing is a knowledge-gathering system that informs marketing decisions addressing contemporary problems. This is achieved through the use of embedded knowledge from a corpus of historical texts.,The CHARM process applies a systematic protocol for engaging qualitative sources for historical analysis through preset data collection templates, structured analysis frameworks and definitional understanding templates for improved replicability. This paper presents a new model of approaching historical analysis through a problem-solving lens, whereby historical sources become the foundations for the solution to a problem, rather than just the literature review that identifies the presence of gap.

中文翻译：

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概念历史分析研究模型：一种将历史应用于当代营销问题的方法

本文旨在提出一种新的营销分析模型，该模型能够使用营销思想史上未曾使用的嵌入式知识来解决当代营销问题–概念历史分析研究模型（CHARM）。历史分析方法（HAM）的发展，以及对Savitt（1980），Nevett（1991）和Golder（2000）提供的先前过程的批评和增强。在这些基础上，本文概述了历史分析模型的组成部分，详细介绍了分析模板设计的发展。它还详细介绍了将历史知识进行结构化回顾以解决当代问题的四步过程。营销问题解决方案的CHARM是一个知识收集系统，可为解决当代问题的营销决策提供信息。这是通过使用来自历史文本语料库的嵌入式知识来实现​​的。本文为未来的研究人员提供了一种方法，可通过结构化模板的应用来申请对历史文本进行可复制的检查，并帮助多作者历史项目的中间编码器可靠性。，市场营销问题解决方案的CHARM是一个知识收集系统，可为解决当代问题的营销决策提供信息。这是通过使用来自历史文本集的嵌入式知识来实现​​的。CHARM流程应用了系统的协议，可以通过预设的数据收集模板来利用定性源进行历史分析，结构化的分析框架和定义理解模板，以提高可复制性。本文提出了一种通过解决问题的视角进行历史分析的新模型，其中历史来源成为解决问题的基础，而不仅仅是识别差距存在的文献综述。