... narratives Advertising Self-control Consumerism Conar Storytelling In the field of Management Studies, there is a growing interest in the use of the historical perspective and its research methods. Historical research is understood as a way to denaturalize and problematize deterministic...

... marketing and history diverge in relation to literary styles and scientific aspirations. Findings It is concluded that marketing writing could benefit from greater emphasis on “character” and “storytelling”. These might help humanise a mode of academic communication that is becoming increasingly...