Doctoral seminars in marketing theory: For incorporating the history of marketing practice and thought Available to Purchase

The purpose of this paper is to argue for including historical perspectives in doctoral seminars in marketing theory.

The paper describes how marketing history is currently incorporated into the author's doctoral seminar in marketing theory.

The author's doctoral seminar in marketing theory incorporates history in three ways: the assignment of specific historical articles, the use of historically oriented, supplementary readings, and the use of history to examine specific controversies.

Rather than marketing history and marketing theory being competitors, they complement each other well in doctoral seminars.