Abstract
Fernand Braudel is probably the most important economic historian of the twentieth century. His contributions are found in the massive studies of economic history as well as in the development of widely encompassing historical methods. Both provide direction to marketing history. His focus was on the “progress of civilization” that was concerned with the events of everyday life, not simply the great events or people. Braudel broke with the historical narrative of the past by incorporating all of the social sciences in his work. His work challenges us to consider the long duree rather than concentrate on the short term. Concerns for the environment that shape economic progress are foremost in his writing, especially geography. Although never establishing a step-by-step methodology, Braudel provides direction for how to bring together the factors that affect change. His basic lesson is that we must cast our net wider if we are to make progress in understanding marketing events.
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