- History as a dog and pony show? The (mis)uses of history for marketing by Wells Fargo & Company
- Conference on Historical Analysis and Research in Marketing (CHARM)
- Book/source title
- Varieties, Alternatives and Deviations in Marketing History: proceedings of the 16th Biennial Conference on Historical Analysis and Research in Marketing (CHARM): Copenhagen Business School, Copenhagen, Denmark, May 30-June 2, 2013
- Pages (from-to)
- CHARM Association
- Document type
- Conference contribution
- Faculty of Humanities (FGw)
- Amsterdam Institute for Humanities Research (AIHR)
Purpose - This paper researches the question of how the history of the bank Wells Fargo & Company is used in its marketing as a case study for the rapid spread of history marketing in Europe. The paper assesses the critique of philosophers and academic historians towards history marketing by using the Wells Fargo & Company as case study.
Design/methodology/approach - Historical quantitative analysis, focusing in a case study.
Research limitation/implications - The paper finds that the use of history in times of crisis to strengthen the marketing towards clients and staff may lead easily to the usage of singular historical narratives, which count as sin for writing history.
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