AbstractThis brief note explores the complementary relationship between the history of both marketing thought and marketing practice and the development of marketing theory, a relationship best described as a double helix.Keywordsdouble helix of marketingmarketing historymarketing theoryGet full access to this articleView all access options for this article.Get accessReferences1. Immelt J. Govindrajan V. Trimble C. (2009) ‘How GE is Disrupting Itself’, Harvard Business Review 87(October): 56–65.2. Sheth J.N. Sisodia R.S. (1999) ‘Revisiting Lawlike Generalizations’, Journal of the Academy of Marketing Science 27(Winter): 71–87.3. Sheth J.N. Gardner D. Garrett D. (1988) Marketing Theory: Evolution and Evaluation. New York: John Wiley.
