{"title":"Historical research with Chinese multilateral historical marketing sources","authors":"Tony Yan, M. Hyman","doi":"10.1108/jhrm-09-2021-0044","DOIUrl":null,"url":null,"abstract":"\nPurpose\nThe rich primary and secondary data sources for studying historical Chinese marketing theory and practice are discussed. This paper aims to briefly address possible challenges (and their solutions) to using these sources.\n\n\nDesign/methodology/approach\nA bibliographic review is used to analyze historical sources pertaining to Chinese marketing theory and practice.\n\n\nFindings\nMarketing scholars can draw from multiple but neglected and underused Chinese sources to glean important historical data reflecting pre-1949 Chinese marketing.\n\n\nResearch limitations/implications\nUnderused Chinese multilateral historical marketing materials are inalienable to extending historical marketing study. Many studies about marketing theory and practice are amenable to such materials.\n\n\nPractical implications\nBy scrutinizing these materials, contemporary marketers can formulate parallel strategies from the repertoire of historical marketing strategies.\n\n\nOriginality/value\nThis is the first comprehensive survey of an invaluable non-Western source for historical research in marketing.\n","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":" ","pages":""},"PeriodicalIF":0.5000,"publicationDate":"2021-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Historical Research in Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jhrm-09-2021-0044","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Purpose
The rich primary and secondary data sources for studying historical Chinese marketing theory and practice are discussed. This paper aims to briefly address possible challenges (and their solutions) to using these sources.
Design/methodology/approach
A bibliographic review is used to analyze historical sources pertaining to Chinese marketing theory and practice.
Findings
Marketing scholars can draw from multiple but neglected and underused Chinese sources to glean important historical data reflecting pre-1949 Chinese marketing.
Research limitations/implications
Underused Chinese multilateral historical marketing materials are inalienable to extending historical marketing study. Many studies about marketing theory and practice are amenable to such materials.
Practical implications
By scrutinizing these materials, contemporary marketers can formulate parallel strategies from the repertoire of historical marketing strategies.
Originality/value
This is the first comprehensive survey of an invaluable non-Western source for historical research in marketing.
期刊介绍：
Launched in 2009, Journal of Historical Research in Marketing is the only quarterly, peer-reviewed journal publishing high quality, original, academic research that focuses entirely on marketing history and the history of marketing thought. Pedagogical and historiographical / methodological essays are also welcome as long as they are grounded in a marketing and historical context. The essence of an historical perspective is a thorough, systematic, critical awareness of the changes (or continuity) in events over time and of the context in which change or continuity occurs. In addition to regular full length research articles, the Journal occasionally features material under the following sections. Explorations & Insights includes invited commentaries about marketing history and the history of marketing thought. These tend to be shorter (three to six thousand words) than the full articles that run in each issue. Sources of Historical Research in Marketing includes short essays introducing unexplored and novel archives and other primary historical resources, their contents and relevance to marketing history. Archivists or library professionals who believe their collections might be of interest to marketing historians are invited to submit essays to contribute to this section. JHRM also invites historical review essays that focus on historically important marketing books under the section Forgotten Classics. Examples of these historical reviews can be found in past issues of the Journal and those suggest an approach for potential submissions. Authors are advised to check with the editor about the suitability of a book title before submitting a Forgotten Classics review for consideration.
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