Abstract Historical research in marketing consists of a body of literature and specific norms regarding knowledge generation and presentation. Marketing academics have published historical studies in marketing journals since the 1930s, but over the past thirty years associational activities have greatly stimulated the growth of the literature, although it remains less developed than history subfields in accountancy, management, business, and economics. Historical studies published in mainstream marketing journals have favored explicit literature reviews, data borrowing, multiple types of primary sources, and transparency in research methods. We conclude with an assessment of marketing historiography as a legitimate discipline in its own right but with future challenges.

中文翻译：

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市场营销的历史研究：文献、知识和纪律状况

摘要 市场营销的历史研究由大量文献和关于知识生成和呈现的具体规范组成。自 1930 年代以来，营销学者在营销期刊上发表了历史研究，但在过去的三十年中，协会活动极大地刺激了文献的增长，尽管它仍然不如会计、管理、商业和经济学中的历史子领域发达。在主流营销期刊上发表的历史研究倾向于明确的文献评论、数据借用、多种类型的主要来源以及研究方法的透明度。最后，我们将营销史学评估为一门合法的学科，但在未来面临挑战。