<abstract xmlns="http://www.w3.org/1999/xhtml"><bold>Subject and purpose of work:</bold> The article is devoted to historical marketing research. Its purpose is to identify barriers to conducting historical marketing research and to characterize the significance of this type of research.<bold>Materials and methods:</bold> The observations contained in the article were formulated on the basis of a review, analysis, synthesis and critical evaluation of the literature in the field of marketing.<bold>Results:</bold> The article highlights the ahistorical attitude of marketing discipline also with reference to research in the area of marketing. Barriers to conducting this type of research were discussed and the significance of historical research was pointed out.. The barriers were characterized based on the properties of historical research as well as the features of practice and marketing theory. The problem is discussed from the point of view of marketing practice, marketing theory, the status of marketing as a science, the role of historical research as a critical approach in the science of marketing, and historical analysis of phenomena as a social perspective. The significance of historical marketing research for teaching marketing issues is underlined.<bold>Conclusions:</bold> The main conclusion of the analysis is that historical research on marketing plays a particularly significant role, despite the fact that it is found on the margins of currently undertaken issues and does not belong to the mainstream marketing. As a result, it is rarely discussed in marketing textbooks.</abstract>

Subject and purpose of work: The article is devoted to historical marketing research. Its purpose is to identify barriers to conducting historical marketing research and to characterize the significance of this type of research.Materials and methods: The observations contained in the article were formulated on the basis of a review, analysis, synthesis and critical evaluation of the literature in the field of marketing.Results: The article highlights the ahistorical attitude of marketing discipline also with reference to research in the area of marketing. Barriers to conducting this type of research were discussed and the significance of historical research was pointed out.. The barriers were characterized based on the properties of historical research as well as the features of practice and marketing theory. The problem is discussed from the point of view of marketing practice, marketing theory, the status of marketing as a science, the role of historical research as a critical approach in the science of marketing, and historical analysis of phenomena as a social perspective. The significance of historical marketing research for teaching marketing issues is underlined.Conclusions: The main conclusion of the analysis is that historical research on marketing plays a particularly significant role, despite the fact that it is found on the margins of currently undertaken issues and does not belong to the mainstream marketing. As a result, it is rarely discussed in marketing textbooks.

Historical Marketing Research – Barriers to Conducting it and its Importance

Economic and Regional Studies / Studia Ekonomiczne i Regionalne

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Subject and purpose of work: The article is devoted to historical marketing research. Its purpose is to identify barriers to conducting historical marketing...

Historical Marketing Research – Barriers to Conducting it and its Importance

Published Online: Mar 31, 2021

Page range: 108 - 126

Received: Nov 01, 2020

Accepted: Nov 01, 2020

DOI: https://doi.org/10.2478/ers-2021-0008

Keywords
marketing, historical marketing research, barriers, significance

© 2021 Jacek Kamiński, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Historical Marketing Research – Barriers to Conducting it and its Importance

Published Online: Mar 31, 2021

Page range: 108 - 126

Received: Nov 01, 2020

Accepted: Nov 01, 2020

DOI: https://doi.org/10.2478/ers-2021-0008

Keywordsmarketing, historical marketing research, barriers, significance

© 2021 Jacek Kamiński, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
marketing, historical marketing research, barriers, significance