Institutional competition to retain and recruit marketing scholars capable of publishing in the leading marketing journals has intensified. Although increased emphasis has been placed on publication productivity in the leading marketing journals, little is known about questions such as (1) What level of publication productivity in the leading marketing journals does it take to get promoted in marketing academia? (2) What level of publication productivity in the leading marketing journals warrants exception? and (3) What drives research productivity in the leading marketing journals? The authors draw on the economic concept of imperfect substitution to address these questions using two data sets: (1) The authors also present findings related to promotion to full professor both from PhD conferral and from promotion to associate professor, as well as scholars identified as warranting exceptional publication productivity. The findings provide substantive implications for marketing academics, for those involved with the recruitment and retention of marketing academics, and for the field of marketing thought in general.