A Complementary Relationship between Marketing Theory and Marketing History

Daru Asih, Basu Swastha Dharmmesta, Ni Made Satya Utami, Ni Luh Wayan Sayang Telagawathi and Made Setini

This article is the result of a literature review on the relationship between marketing theory and marketing history, both of which are inseparable. The question which comes first, marketing theory or marketing history cannot be explained clearly, because the two things are complementary. Marketing theory itself is still developing, and this development cannot be separated from historical factors. It is said that the interrelationship between marketing theory and the history of marketing are complementary (complementary) like a double helix (the double helix) is integral to one another same.

Volume 12 | 05-Special Issue

Pages: 1515-1522

DOI: 10.5373/JARDCS/V12SP5/20202073