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  • Utility of Archival Research: Breaking the Boundaries

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    30739_1.pdf (117.1Kb)
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    Author(s)
    Miller, Dale
    Griffith University Author(s)
    Miller, Dale
    Year published
    2005
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    Abstract
    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 ...
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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 practitioners.
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    Conference Title
    ANZMAC 2005 : Broadening the Boundaries
    Publisher URI
    https://anzmac.wildapricot.org/
    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).
    Publication URI
    http://hdl.handle.net/10072/2826
    Collection
    • Conference outputs

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