• myGriffith
    • Staff portal
    • Contact Us⌄
      • Future student enquiries 1800 677 728
      • Current student enquiries 1800 154 055
      • International enquiries +61 7 3735 6425
      • General enquiries 07 3735 7111
      • Online enquiries
      • Staff phonebook
    View Item 
    •   Home
    • Griffith Research Online
    • Conference outputs
    • View Item
    • Home
    • Griffith Research Online
    • Conference outputs
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Browse

  • All of Griffith Research Online
    • Communities & Collections
    • Authors
    • By Issue Date
    • Titles
  • This Collection
    • Authors
    • By Issue Date
    • Titles
  • Statistics

  • Most Popular Items
  • Statistics by Country
  • Most Popular Authors
  • Support

  • Contact us
  • FAQs
  • Admin login

  • Login
  • Using Historical Research to Advance Marketing Theory and Practice

    Thumbnail
    View/Open
    40779.pdf (120.0Kb)
    Author(s)
    McArthur, Ellen
    Miller, Dale
    Griffith University Author(s)
    Miller, Dale
    McArthur, Ellen
    Year published
    2006
    Metadata
    Show full item record
    Abstract
    Marketing theory can be advanced through retrospective studies by exploring some historical research methods and their relevance to contemporary marketing theory and practice. This paper shows that the roots of modern marketing practice in the Australasian context can be examined, for example, using the historical records of department store retailers of the nineteenth and twentieth centuries. The findings demonstrate the early development of marketing techniques including direct mail, sales promotion, trade promotion, customer loyalty schemes and supply chain innovation. Many ‘modern’ practices such as one-stop shopping ...
    View more >
    Marketing theory can be advanced through retrospective studies by exploring some historical research methods and their relevance to contemporary marketing theory and practice. This paper shows that the roots of modern marketing practice in the Australasian context can be examined, for example, using the historical records of department store retailers of the nineteenth and twentieth centuries. The findings demonstrate the early development of marketing techniques including direct mail, sales promotion, trade promotion, customer loyalty schemes and supply chain innovation. Many ‘modern’ practices such as one-stop shopping were in place long ago in department stores. Arguably, the ahistorical nature of marketing research means that today’s managers frequently recreate wheels, rather than build new ones. The challenge for researchers is to consider using historical studies to advance theory and practice.
    View less >
    Conference Title
    ANZMAC 2006 Conference Proceedings
    Publisher URI
    https://anzmac.wildapricot.org/
    Copyright Statement
    © The Author(s) 2006 Griffith University. For information about this conference please refer to the publisher’s website or contact the authors. The attached file is reproduced here with permission of the copyright owners for your personal use only. No further distribution permitted.
    Publication URI
    http://hdl.handle.net/10072/13180
    Collection
    • Conference outputs

    Footer

    Disclaimer

    • Privacy policy
    • Copyright matters
    • CRICOS Provider - 00233E

    Tagline

    • Gold Coast
    • Logan
    • Brisbane - Queensland, Australia
    First Peoples of Australia
    • Aboriginal
    • Torres Strait Islander