Purpose – The purpose of this paper is to argue that the function of history in critical marketing studies centres on … the issue of contextualisation. It aims to put forward the idea that historically informed critical marketing studies … critical marketing studies are attempts to rethink aspects of theory, concept formation, thought, practice and institutions …

Purpose – This paper calls attention to the importance of historical research within “critical marketing studies”. It … provides a useful counterpoint to the calls for critical theory to form the central paradigm in critical marketing studies …