The historical approach is too rarely used in our discipline, while it offers many advantages for marketing and consumer research. In particular, the historical approach offers the following contributions: (1) to grasp the density and discontinuities of consumption phenomena, which is necessary for the mobilisation of certain theoretical perspectives; (2) to challenge new theoretical proposals and instituted chronologies and (3) to feed managerial thought through the historicising of marketing and consumption issues and strategies. Based on these reflections and a review of the work in our discipline, we propose research programmes that deserve to be developed and enriched by the historical approach.
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