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Periodization in Marketing History

Kathleen M. Rassuli

D. G. Brian Jones

Quinnipiac University

Laura Farlow Dix

Ferris State University

This article explores some of the purposes, advantages, problems, and limitations of periodizing marketing history and the history of marketing thought. A sample of twenty-eight well-known periodizations taken from marketing history, the history of marketing thought, and business history is used to illustrate these themes. The article concludes with recommendations about how to periodize historical research in marketing.

Key Words: marketing history • history of marketing thought • historiography • periodization

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