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The History of Marketing Theory, Thought and Practice

Special issue call for papers from Journal of Historical Research in Marketing

The Journal of Historical Research in Marketing invites submissions for a special issue focused on The History of Marketing Theory, Thought and Practice. We are interested in receiving contributions that take some element of the development of marketing theory, thought or practice and historically situates their object of attention. For example, this can be a key concept, theory, or an account of the interplay between theory and practice, that is, of the diffusion of an innovation from academia to practice or vice versa (i.e. the development of ‘indigenous theory’ from practice). The key feature is that any submissions have to be historical, drawing on appropriate knowledge from marketing and relevant sister disciplines (where appropriate).

Papers related to this theme could include, but are not limited to:

  • Key marketing theories/concepts/ideas and their changes over time;
  • Key marketing theories/concepts/ideas which have been ‘reinvented’, perhaps with different terminology;
  • The impact of the wider historical events on the formation of marketing theories/concepts/ideas/practices/scholars and practitioners;
  • The impact of key figures on the formation/development of marketing theories/concepts/ideas/practices;
  • Forgotten or marginalized scholars, consultants and practitioners whose contributions deserve due attention; 
  • The influence of major institutions from around the world (e.g. the American Marketing Association, Marketing Science Institute, Association for Consumer Research, Academy of Marketing; Chartered Institute of Marketing and so forth) and their impact on the development of marketing theory and education;
  • Accounts that introduce new approaches from the history and philosophy of science which enable us to more effectively study the history of theories, concepts and practices. 

The submission deadline for this special issue is November 15, 2019 with an expected publication date of May, 2020.

If you are unsure of the suitability of your topic or have questions regarding a submission, please contact the special issue guest editors Mark Tadajewski, [email protected] or Brian Jones, [email protected].

How to submit to the Journal of Historical Research in Marketing

Submissions for this special issue of JHRM should be made using ScholarOne Manuscripts, the online submission and peer review system. Registration and access is available on the journal's ScholarOne site:

Full information and guidance on using ScholarOne Manuscripts is available at the Emerald ScholarOne Manuscripts Support Centre: