Why do historical records tend to be subjective? Why is a proper understanding of this concept essential for a marketer?
Historical events always are viewed from one's own biases and self-reference criteria (SRC), and thus, what is recorded by one historian may not be what another records, especially if the historians are from different cultures.
Historians traditionally try to be objective, but few can help filtering events through their own cultural biases. Our perspective not only influences our view of history but also subtly influences our view of many other matters.
For example, maps of the world sold in the United States generally show the United States at the center, whereas maps in Britain show Britain at the center, and so on for other nations. For a marketer, a crucial element in understanding any nation's business and political culture is the subjective perception of its history.
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