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Marketing Theory
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The past is a foreign country: amnesia and marketing theory

Mark Tadajewski

University of Leicester, UK, mt66{at}le.ac.uk

Michael Saren

University of Leicester, UK, majs1{at}le.ac.uk

This paper introduces the special issue. Using the work of Connerton (2008) as our prism, we examine the role of amnesia in marketing theory, stressing its positive and negative benefits. Key Words • amnesia • critical marketing studies• structuring of marketing theory

Marketing Theory, Vol. 8, No. 4, 323-338 (2008)
DOI: 10.1177/1470593108096539
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