Using citation count data we examined the impact on the discipline of a number of
articles dealing with marketing history, thought, and theory. This examination was
made on a decade-by-decade basis from the 1950s through the 1990s. Articles commonly
regarded as ‘classics’ generally fared well in attracting
citations, and often maintained good track records over time. But this was not
always the case; some articles that one might expect to be well cited were not.
Articles focusing explicitly on historical research in marketing revealed citation
counts comparable with many of the other works published on marketing thought and theory.
AMA Task Force on the Development of Marketing Thought
(1988)
‘Developing, Disseminating, and Utilizing Marketing Knowledge’
, Journal of Marketing52 (October):
1-25
.
2.
Anderson, P.F.
(1982)
‘Marketing, Strategic Planning, and the Theory of the Firm’
, Journal of Marketing46 (Spring):
15-26
.
3.
Anderson, P.F.
(1983)
‘Marketing, Scientific Progress, and Scientific Method’
, Journal of Marketing47 (Fall):
18-31
.
4.
Bagozzi, R.P.
(1975)
‘Marketing as Exchange’
, Journal of Marketing39 (October):
32-39
.
5.
Bartels, R.
(1951a)
‘Can Marketing be a Science?’
, Journal of Marketing15 (January):
319-332
.
6.
Bartels, R.
(1951b)
‘Influences on the Development of Marketing Thought, 1900-1923’
, Journal of Marketing16 (July):
1-17
.
7.
Bartels, R.
(1968)
‘The General Theory of Marketing’
, Journal of Marketing32 (January):
29-33
.
8.
Bartels, R.
(1983)
‘Is Marketing Defaulting Its Responsibilities?’
, Journal of Marketing47 (Fall):
32-35
.
9.
Baumol, W.J.
(1957)
‘On the Role of Marketing Theory’
, Journal of Marketing21 (April):
413-418
.
10.
Day, G.S.
(1996)
‘Using the Past as a Guide to the Future: Reflections on the
History of the Journal of Marketing’
, Journal of Marketing60 (January):
14-16
.
11.
Day, G.S.
and
Wensley, R.
(1983)
‘Marketing Theory with a Strategic Orientation’
, Journal of Marketing47 (Fall):
79-89
.
12.
Dickson, P.R.
(1992)
‘Toward a General Theory of Competitive Rationality’
, Journal of Marketing56 (January):
69-83
.
13.
Drucker, P.F.
(1958)
‘Marketing and Economic Development’
, Journal of Marketing22 (January):
252-259
.
14.
Enis, B.M.
,
Cox, K.K.
and
Mokwa, M.P.
(1995) Marketing Classics: A Selection of Influential
Articles, 8th edn.Englewood Cliffs, NJ: Prentice Hall
.
15.
Fullerton, R.A.
(1988)
‘How Modern is Modern Marketing? Marketing’s Evolution
and the Myth of the “Production Era”’
, Journal of Marketing52 (January):
108-125
.
16.
Green, P.E.
,
Johnson, R.M.
and
Neal, W.D.
(2003)
‘The Journal of Marketing Research: Its Initiation, Growth, and
Knowledge Dissemination’
, Journal of Marketing Research40 (February)
1-9
.
17.
Grether, E.T.
(1983)
‘Regional-Spatial Analysis in Marketing’
, Journal of Marketing47 (Fall):
36-43
.
18.
Hunt, S.D.
(1971)
‘The Morphology of Theory and the General Theory of Marketing’
, Journal of Marketing35 (April):
65-68
.
19.
Hunt, S.D.
(1973)
‘Lawlike Generalizations and Marketing Theory’
, Journal of Marketing37 (July):
69-70
.
20.
Hunt, S.D.
(1976)
‘The Nature and Scope of Marketing’
, Journal of Marketing40 (July):
17-28
.
21.
Hunt, S.D.
(1983)
‘General Theories and the Fundamental Explananda of Marketing’
, Journal of Marketing47 (Fall):
9-17
.
22.
Hunt, S.D.
(1993)
‘Objectivity in Marketing Theory and Research’
, Journal of Marketing57 (April):
76-91
.
23.
Hunt, S.D.
and
Burnett, J.T.
(1982)
‘The Macromarketing/Micromarketing Dichotomy’
, Journal of Marketing46 (Summer):
11-26
.
24.
Hunt, S.D.
and
Morgan, R.M.
(1995)
‘The Comparative Advantage Theory of Marketing’
, Journal of Marketing59 (April):
1-15
.
25.
Hutchinson, K.D.
(1952)
‘Marketing as a Science: An Appraisal’
, Journal of Marketing16 (January):
286-293
.
26.
Jaworski, B.J.
and
Kohli, A.K.
(1993)
‘Market Orientation: Antecedents and Consequences’
, Journal of Marketing57 (July):
53-70
.
27.
Jones, D.G.B.
and
Monieson, D.D.
(1990)
‘Early Development of the Philosophy of Marketing Thought’
, Journal of Marketing54 (January):
102-113
.
28.
Kelley, W.T.
(1956)
‘The Development of Early Thought in Marketing and Promotion’
, Journal of Marketing21 (July):
62-67
.
29.
Kerin, R.A.
(1996)
‘In Pursuit of an Ideal: The Editorial and Literary History of
the Journal of Marketing’
, Journal of Marketing60 (January):
1-13
.
30.
Kernan, J.B.
(1973)
‘Marketing’s Coming of Age’
, Journal of Marketing37 (October):
34-41
.
31.
Kohli, A.K.
and
Jaworski, B.J.
(1990)
‘Market Orientation: The Construct, Research Propositions, and
Management Implications’
, Journal of Marketing54 (April):
1-18
.
32.
Kotler, P.
(1965)
‘Behavioral Models for Analyzing Buyers’
, Journal of Marketing29 (October):
37-45
.
33.
Kotler, P.
(1972)
‘A Generic Concept of Marketing’
, Journal of Marketing36 (April):
46-54
.
34.
Kotler, P.
and
Levy, S.J.
(1969)
‘Broadening the Concept of Marketing’
, Journal of Marketing33 (January):
10-15
.
35.
Kotler, P.
and
Zaltman, G.
(1971)
‘Social Marketing: An Approach to Planned Social Change’
, Journal of Marketing35 (July):
3-12
.
36.
Lazer, W.
(1969)
‘Marketing’s Changing Social Relationships’
, Journal of Marketing33 (January):
3-9
.
37.
Leone, R.P.
and
Schultz, R.L.
(1980)
‘A Study of Marketing Generalizations’
, Journal of Marketing44 (Winter):
10-18
.
38.
Lockley, L.C.
(1968)
‘Styles in Fashion and Marketing Scholarship: A Cautionary Note’
, Journal of Marketing32 (October):
52-54
.
39.
Luck, D.J.
(1969)
‘Broadening the Concept of Marketing - Too Far’
, Journal of Marketing33 (July):
53-55
.
40.
Muncy, J.A.
and
Fisk, R.P.
(1987)
‘Cognitive Relativism and the Practice of Marketing Science’
, Journal of Marketing51 (January):
20-33
.
41.
Myers, J.G.
,
Massy, W.F.
, and
Greyser, S.A.
(1980) Marketing Research and Knowledge Development.
Englewood Cliffs, NJ: Prentice Hall
.
42.
Nevett, T.
(1991)
‘Historical Investigation and the Practice of Marketing’
, Journal of Marketing55 (July):
13-23
.
43.
Savitt, R.
(1980)
‘Historical Research in Marketing’
, Journal of Marketing44 (Fall):
52-58
.
44.
Sheth, J.N.
and
Garrett, D.E.
(1986) Marketing Theory: Classic and Contemporary
Readings.
Cincinnati, OH: South-Western Publishing
.
45.
Steiner, R.L.
(1976)
‘The Prejudice against Marketing’
, Journal of Marketing40 (July):
2-9
.
46.
Teas, R.K.
and
Palan, K.M.
(1997)
‘The Realms of Scientific Meaning Framework for Constructing
Theoretically Meaningful Nominal Definitions of Marketing Concepts’
, Journal of Marketing61 (April):
52-67
.
47.
Thompson, H.A.
(1981) The Great Writings in Marketing, 2nd edn.Tulsa, OK: PennWell Publishing Company
.
48.
TOSU Faculty
(1965)
‘A Statement of Marketing Philosophy’
, Journal of Marketing29 (January):
43-44
.
49.
Vargo, S.L.
and
Lusch, R.F.
(2004)
‘Evolving to a New Dominant Logic for Marketing’
, Journal of Marketing68 (January):
1-17
.
50.
Waterschoot, W.V.
and
Bulte, C.V.D.
(1992)
‘The 4P Classification of the Marketing Mix Revisited’
, Journal of Marketing56 (October):
83-93
.
51.
Webster, Jr., F.E.
(1981)
‘Top Management’s Concerns about Marketing: Issues for
the 1980’s’
, Journal of Marketing45 (Summer):
9-16
.
52.
Webster, Jr., F.E.
(1992)
‘The Changing Role of Marketing in the Corporation’
, Journal of Marketing56 (October)
1-17
.
53.
Wilkie, W.L.
and
Moore, E.S.
(2003)
‘Scholarly Research in Marketing: Exploring the “4
Eras” of Thought Development’
, Journal of Public Policy & Marketing22 (Fall):
116-146
.
54.
Wind, Y.
and
Robertson, T.S.
(1983)
‘Marketing Strategy: New Directions for Theory and Research’
, Journal of Marketing47 (Spring):
12-25
.
