Purpose – This paper calls attention to the importance of historical research within “critical marketing studies”. It seeks to articulate a historical perspective based on the work of Michel Foucault. Design/methodology/approach – This paper is based on a close reading of relevant...

Purpose – The purpose of this paper is to provide a personal retrospective on six of the key events/experiences that influenced the development of the structure, foundational premises, and models of the resource‐advantage theory of competition. Design/methodology/approach – The paper uses...

Purpose – The purpose of this paper is to organize the semantics jungle of marketing strategy approaches, terms and concepts into a logically coherent framework using the history of marketing thought to inform current marketing research and practice. Design/methodology/approach – The paper...

Purpose – Using the German book trade as a case example, the aim of the paper is to show how the evolution of segmentation began with increasingly sophisticated marketing practice long before formal thought was developed to explain matters. Design/methodology/approach – The paper's approach...