Abstract
Purpose – This paper aims to examine the contents of the special issue, situating the material in appropriate historical context. Design/methodology/approach – The account is based on a close reading of each manuscript. Links to the wider academic literature are created, and a narrative thread is provided to introduce readers to the imbrication of marketing with the Cold War geopolitical climate. Originality/value – The debates surrounding the Cold War, marketing theory and marketing practice have been reviewed.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 2-16 |
| Number of pages | 15 |
| Journal | Journal of Historical Research in Marketing |
| Volume | 8 |
| Issue number | 1 |
| DOIs | |
| State | Published - Feb 15 2016 |
Keywords
- Capitalism
- Cold war
- Communism
- Conceptions of the consumer
- Consumer research
- Geopolitics
- Marketing practice
- Marketing theory
- Resource limitations
ASJC Scopus subject areas
- Marketing