This February 1993 issue begins the 30th Anniversary volume of the Journal of Marketing Research. The academic marketing discipline, as reflected in the articles published in JMR, has certainly changed dramatically over this time period. To reflect on these changes and generate discussion about the future directions for marketing research, I have asked several marketing scholars to prepare guest editorials.
It is fitting that Frank Bass write the first of these guest editorials. Professor Bass is a former editor of the JMR and a recipient of the William O'Dell Award for the best paper published in JMR, the Paul D. Converse Award for outstanding contributions to marketing science and theory, and the Richard D. Irwin/American Marketing Association Distinguished Marketing Educator Award. In addition to his research published in the leading marketing and management science journals. Professor Bass has made significant contributions through his former doctoral students who are professors in leading management schools across the world.
—Barton A. Weitz, Editor
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References
1.
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2.
BassFrank M. (1974), “The Theory of Stochastic Preference and Brand Switching,”Journal of Marketing Research, 11 (February), 1–20.
3.
BassFrank M., GivonMoshe M., KalwaniManohar U., ReibsteinDavid, and WrightGordon P., (1984), “An Investigation Into the Order of the Brand Choice Process,”Marketing Science, 3, 267–87.
4.
BassFrank M., JeulandAbel P., and WrightGordon P. (1976), “Equilibrium Stochastic Choice and Market Penetration Theories: Derivations and Comparisons,”Management Science, 22, 1051–63.
5.
BassFrank M., and KrishnanTrichy V. (1992), “A Generalization of the Bass Model: Decision Variable Considerations,” Working Paper Series #50-6-92, School of Management, University of Texas at Dallas.
6.
BassFrank M., and LeoneRobert P. (1983), “Temporal Aggregation, the Data Interval Bias, and Empirical Estimation of Bimonthly Relations From Annual Data,”Management Science, 29, 1–11.
7.
BassFrank M., and LeoneRobert P. (1986), “Estimating Micro Relationships From Macro Data: A Comparative Study of Two Approximations of the Brand Loyal Model Under Temporal Aggregation,”Journal of Marketing Research, 23 (August), 291–7.
8.
BassFrank M., and PilonThomas L. (1980), “A Stochastic Brand Choice Framework for Econometric Modeling of Time Series Market Share Behavior,”Journal of Marketing Research, 17 (November), 486–97.
9.
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ChatfieldChristopher, and GoodhardtGerald J. (1975), “Results Concerning Brand Choice,”Journal of Marketing Research, 12 (February), 110–13.
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18.
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19.
JeulandAbel P., BassFrank M., and WrightGordon P. (1980), “A Multibrand Stochastic Model Compounding Heterogeneous Erlang Timing and Multinomial Choice Processes,”Operations Research, 28, 255–77.
20.
KalyanaramGurumurthy, and UrbanGlen L. (1992), “Dynamic Effects of the Order of Entry on Market Share, Trial Penetration, and Repeat Purchases for Frequently Purchased Consumer Goods,”Marketing Science, 11 (3), 235–49.
21.
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22.
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MahajanVijay, MullerEitan, and BassFrank M. (1990), “New Product Diffusion Models in Marketing: A Review and Directions for Research,”Journal of Marketing, 54 (January), 1–26.
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25.
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26.
NortonJohn A., and BassFrank M. (1987), “A Diffusion Theory Model of Growth and Substitution for Successive Generations of High-Technology Products,”Management Science, 33, 1069–86.
27.
NortonJohn A., and BassFrank M. (1992), “Evolution of Technological Generations: The Law of Capture,”Sloan Management Review, 33 (2), 66–77.
28.
RobinsonWilliam T., and FornellClaes (1985), “The Sources of Market Pioneer Advantages in Consumer Goods Industries,”Journal of Marketing Research, 22 (May), 297–304.
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