Marketing, marketing systems, and the framing of marketing history

Abstract

Purpose– This paper aims to highlight the limitations of marketing viewed as a management discipline in addressing contemporary concerns. Widening the scope of marketing enquiry leads directly to the role, nature and dynamics of marketing systems, suggesting that historical studies could often be framed in marketing systems terms, highlighting underlying patterns and interactions.Design/methodology/approach– This paper draws on studies in marketing history to illustrate ways in which a framing in terms of marketing system concepts could be of value.Findings– Framing historical studies in marketing systems terms draws attention to underlying patterns and links marketing history directly to macro-marketing theory, enabling the testing of theory drawing on work in the logic of comparative historical analysis.Originality/value– This paper draws attention to a new way of thinking about historical research in marketing.