Considerable similarities can be found between some of the problems that arise in the practice of marketing and those encountered in the study of history. The author describes the four stages of th...

Historical Investigation and the Practice of Marketing

In this article I deal with marketing's historical ignorance, the importance of using history in marketing and the meaning of historical perspective, suggest how to operationalize and integrate historical perspective without giving detailed and comprehensive guidelines, and how to add historical perspective to the marketing curriculum.

Historical perspective in marketing management, explicating experience

This paper examines an under-researched area in the field of entrepreneurship that relates 'marketing' to 'new ventures'. Marketing is critical to the success of new entrepreneurial ventures, but this is a topic which has received very little attention from scholars of either marketing or entrepreneurship. An effective strategy allows new businesses to gain sales by providing products and or services that offer benefits to customers superior to those of their competitors. Therefore, we need to understand how entrepreneurial marketing works in practice; this knowledge will improve the overall success rates of new entrepreneurial ventures. Findings from this study confirm that the entrepreneurs do utilise marketing tools in the day-to-day management of their businesses. However, marketing strategy is not formalised with the level of sophistication associated with large organisations. Rather, our data suggest that new entrepreneurs have an intuitive grasp of the key elements associated with a structured marketing strategy.

Marketing in new business ventures: examining the myth of informality

Marketing and entrepreneurship have long been recognized as two key responsibilities for firms. Research efforts, however, have generally considered the two separately or examined integration only in specific contexts. This paper, building upon Austrian economics and marketing perspectives, presents marketing and entrepreneurship as synonymous and explores the means by which a firm’s marketing function may fulfill its entrepreneurial role. Strategic orientations, it is suggested, serve to alert marketing entrepreneurs to opportunities by focusing attention on aspects of the firm’s environment. Testable propositions linking alertness to opportunities, strategic orientations, and market maturity are presented. Both managerial and research implications are discussed.

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Marketing Entrepreneurship: Linking Alertness to EntrepreneurialOpportunities with Strategic Orientations

Cases and case method instruction are claimed by some to be a form of history instruction. This point is disputed because case method theory rests on the philosophy of pragmatism and the theory of progressive education, both of which are anti-history in theory and in practice. Consequently, case method instruction is anti-history; in fact, it is the opposite of history. Further, pragmatism, progressive education, and the case method are anti-conceptual, which is anti-human according to Objectivism--the philosophy of Ayn Rand. The essential flaw in case method theory is its failure to distinguish between principles and concretes, which consequently reduces students to perception-bound thinking--which is not thinking at all. A call for marketing history courses as a standard part of the business curriculum is made in order to teach students how to think and, above all, how to separate historical concretes from principles.

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Why case method teaching does not make good history

This article presents a theoretical foundation for marketing based on the ideas of the Austrian school of economists. After a discussion of the methodological foundations of Austrian economics, which reject the statistical and experimental methods of the physical sciences as the means to verify theory in the social sciences, the article presents the Austrians' principle of methodological individualism, which provides the basis for a theory of entrepreneurship and marketing.

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Jerry Kirkpatrick

Papers

Theory and history in marketing