Journal of Historical Research in Marketing
Scope & Guideline
Exploring the Past to Illuminate Marketing's Future
Introduction
Aims and Scopes
- Historical Analysis of Marketing Practices:
The journal focuses on the historical evolution of marketing strategies, examining how advertising, branding, and consumer engagement practices have developed across different periods and regions. - Cultural Contextualization:
Research published in this journal often situates marketing practices within specific cultural and societal contexts, exploring how cultural factors influence marketing strategies and consumer behavior. - Interdisciplinary Approaches:
The journal encourages interdisciplinary research, drawing from history, sociology, anthropology, and business studies to provide a comprehensive view of marketing's impact and evolution. - Focus on Diverse Geographies:
The Journal emphasizes a global perspective, featuring research on marketing histories from various countries and regions, thus highlighting the diversity of marketing practices worldwide. - Impact of Historical Events on Marketing:
It investigates how significant historical events, such as wars, economic changes, and social movements, have influenced marketing strategies and consumer behavior.
Trending and Emerging
- Sustainability in Marketing History:
There is a growing focus on how historical marketing practices relate to sustainability, particularly in examining the evolution of consumer behavior towards sustainable products and practices. - Digital Transformation and Marketing:
Research is increasingly addressing the impact of digital technologies on marketing practices throughout history, exploring how the digital age has transformed traditional marketing strategies. - Cultural Heritage and Marketing:
The intersection of cultural heritage and marketing is becoming a prominent theme, with studies examining how historical marketing has commodified cultural artifacts and traditions. - Consumer Agency and Historical Narratives:
Emerging research emphasizes the role of consumer agency within historical narratives, exploring how consumers have shaped marketing practices and how their voices have been represented in marketing history. - Health Marketing Histories:
A notable trend is the exploration of marketing within health-related industries, particularly how public health campaigns and medical marketing have evolved historically, especially in light of recent global health crises.
Declining or Waning
- Traditional Advertising Techniques:
Research focused on conventional advertising methods, particularly print media and broadcast advertising, has seen a decline as newer digital marketing strategies gain prominence in historical analyses. - Narrowly Defined Case Studies:
There has been a noticeable decrease in narrowly focused case studies that do not connect to broader historical trends or cultural implications, suggesting a shift towards more comprehensive and contextually rich analyses. - Local Marketing Histories:
The trend of publishing studies that exclusively examine marketing histories within a limited geographic or cultural context appears to be waning, as the journal increasingly values comparative and global perspectives. - Historical Marketing Theories:
Discussions centered on historical marketing theories alone, without practical applications or modern relevance, are becoming less frequent, indicating a shift towards more applied historical research. - Single Decade Focus:
Research that concentrates solely on marketing practices from a single decade is decreasing, with more emphasis now placed on longitudinal studies that trace changes over extended periods.
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