In Pursuit of an Ideal: The Editorial and Literary History of the Journal of Marketing

Abstract

The occasion of the diamond jubilee for the Journal of Marketing affords an opportunity to chronicle its editorial and literary history in pursuit of an ideal, namely, the advancement of science and practice in marketing. This ideal has been expressed in different ways, variously manifested in over 3000 published articles during the past 60 years, and most recently embodied in the Journal of Marketing's transformation into a scholarly-professional journal. The narration and explanation of this transformation is the subject of the author's commemorative essay.

An Investigation of Market Orientation (MO) and Tourism Small and Medium-Sized Enterprises’ (SMEs) Performance in Developing Countries: A Review of the Literature

“…MO as a construct was developed around the 1990s, with debates about the construct, its nature, and consequences for businesses (Kerin, 1996). In subsequent years, investigators have tried to measure the impact of MO on the performance of a firm (Foley & Fahy, 2009;Kirca, Jayachandran, & Bearden, 2005;Martin, Martin, & Minnillo, 2009;Narver & Slater, 1990).…”

A citation and profiling analysis of pricing research from 1980 to 2010

“…These articles have focused on marketing journal diversity (Tellis et al, 1999), progress of marketing literature (Kerin, 1996), publications in major marketing journals (Bakir et al, 2000), analysis of specific journals (Cote et al, 1991;Goldman, 1979;Zinkhan et al, 1992) and analysis of marketing scholars and institutions (Robinson & Adler, 1981).…”

Expanding our understanding of marketing in society

“…Then, in 1925, the Journal of Retailing was launched at New York University. 3 In 1936-37, the American Marketing Association was formed and its Journal of Marketing began publication (Bartels 1988;Kerin 1996). 4 The value of the AMA's infrastructure was quickly apparent, as the Journal of Marketing published some 500 articles in the first decade alone (Kerin 1996).…”

“…Another important infrastructure development also occurred in 1961, when a new think tank, the Marketing Science Institute, was formed in Philadelphia (later moved to Boston and Harvard) as collaboration between 29 sponsoring firms and leading marketing academic thinkers. MSI was an interesting and bold effort: over the ensuing years the research it stimulated and supported became a major factor in advancing thought in the marketing field (Kerin 1996;Bloom 1987).…”