Abstract
Using citation count data we examined the impact on the discipline of a number of articles dealing with marketing history, thought, and theory. This examination was made on a decade-by-decade basis from the 1950s through the 1990s. Articles commonly regarded as ‘classics’ generally fared well in attracting citations, and often maintained good track records over time. But this was not always the case; some articles that one might expect to be well cited were not. Articles focusing explicitly on historical research in marketing revealed citation counts comparable with many of the other works published on marketing thought and theory.
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