Utility of Archival Research: Breaking the Boundaries
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Author(s)
Miller, Dale
Griffith University Author(s)
Year published
2005
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This paper explores the relevance of historical research to contemporary marketing theory and
practice. The paper surveys the international context/ recognition of such research and the
Australian- New Zealand ‘situation’ and poses the question, ‘Can we leave our history to the
historians?’ Arguably, we can use historical studies to enrich contemporary research and
practice in the marketing domain especially marketing strategy and innovation and marketing
positioning in practice. The paper canvasses eight principles for using archival research to
address marketing questions, and the implications for academic researchers and ...
View more >This paper explores the relevance of historical research to contemporary marketing theory and practice. The paper surveys the international context/ recognition of such research and the Australian- New Zealand ‘situation’ and poses the question, ‘Can we leave our history to the historians?’ Arguably, we can use historical studies to enrich contemporary research and practice in the marketing domain especially marketing strategy and innovation and marketing positioning in practice. The paper canvasses eight principles for using archival research to address marketing questions, and the implications for academic researchers and practitioners.
View less >
View more >This paper explores the relevance of historical research to contemporary marketing theory and practice. The paper surveys the international context/ recognition of such research and the Australian- New Zealand ‘situation’ and poses the question, ‘Can we leave our history to the historians?’ Arguably, we can use historical studies to enrich contemporary research and practice in the marketing domain especially marketing strategy and innovation and marketing positioning in practice. The paper canvasses eight principles for using archival research to address marketing questions, and the implications for academic researchers and practitioners.
View less >
Conference Title
ANZMAC 2005 : Broadening the Boundaries
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Copyright Statement
© The Author(s) 2005. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).