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The intellectual ecology of mainstream marketing research: an inquiry into the place of marketing in the family of business disciplines |
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| Authors: | Terry Clark Thomas Martin Key Monica Hodis Daniel Rajaratnam |
| Institution: | 1. Department of Marketing, College of Business and Administration, Southern Illinois University, Carbondale, IL, 62901, USA 2. Department of Marketing, Strategy and International Business, College of Business Administration, University of Colorado, Colorado Springs, 1420 Austin Bluffs Parkway, Colorado Springs, CO, 80918, USA 3. School of Business, St. John Fisher College, Rochester, NY, 14618, USA 4. St. Edwards University, Austin, TX, USA |
| Abstract: | Many inside mainstream academic marketing judge the discipline’s influence within the family of business disciplines (as well as in practice) to be in decline. Despite great research productivity, methodologies as sophisticated as any in the social sciences, and a large and rich literature, opinion and evidence suggest that academic marketing is the least influential of the mainstream academic business disciplines. Nevertheless, marketing’s decline is not inexorable. The purpose of this paper is to evaluate this perplexing situation by: (1) assembling and evaluating a number of expert opinions from within marketing; (2) exploring relations and patterns of influence among the leading academic journals in accounting, finance, management, and marketing and evaluating the position and influence of each field; (3) attempting to understand marketing’s problems; and (4) exploring avenues to move marketing back to its once prominent position among the business disciplines. |
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