Savitt, Ronald - In: Journal of Historical Research in Marketing 3 (2011) 4, pp. 486-506
biography in marketing, and to illustrate the process with an example of a developing study. Design/methodology/approach – The … article is based on a literature review of biography and a brief review of biography in marketing; the article illustrates … biographical research and writing. Findings – The discussion introduces approaches for undertaking marketing biography, especially …