A backward glance of who and what marketing scholars have been researching 1977-2002
West, Douglas, Ford, John B., Magnini, Vincent P., LaTour, Michael S. and Polonsky, Michael 2010, A backward glance of who and what marketing scholars have been researching 1977-2002, Review of marketing research, vol. 7, pp. 1-18.
Despite the diversity of all those involved within the marketing discipline, all have a stake in maximizing the advancement of marketing knowledge. Without a specific analysis it is difficult to reflect on where a field has been or where it might be heading. The purpose of this chapter is to examine who and what marketing scholars have been researching over the period 1977–2002 using content analysis. This chapter provides longitudinal benchmarking of the ‘‘inputs’’ (authors and institutions) and ‘‘outputs’’ (articles) examining the marketing literature in the four major marketing journals: the Journal of Marketing, the Journal of Marketing Research, the Journal of Consumer Research, and the Journal of the Academy of Marketing Science.
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.