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Invited Paper --A Keyword History of Marketing Science

Author

Listed:
  • Carl F. Mela

    (Fuqua School of Business, Duke University, Durham, North Carolina 27708)

  • Jason Roos

    (Rotterdam School of Management, Erasmus University Rotterdam, 3000 DR Rotterdam, The Netherlands)

  • Yiting Deng

    (Fuqua School of Business, Duke University, Durham, North Carolina 27708)

Abstract

This paper considers the history of keywords used in Marketing Science to develop insights on the evolution of marketing science. Several findings emerge. First, "pricing" and "game theory" are the most ubiquitous words. More generally, the three C's and four P's predominate, suggesting that keywords and common practical frameworks align. Various trends exist. Some words, like "pricing," remain popular over time. Others, like "game theory" and "hierarchical Bayes," have become more popular. Finally, some words are superseded by others, like "diffusion" by "social networking." Second, the overall rate of new keyword introductions has increased, but the likelihood they will remain in use has decreased. This suggests a maturation of the discipline or a long-tail effect. Third, a correspondence analysis indicates three distinct eras of marketing modeling, comporting roughly with each of the past three decades. These eras are driven by the emergence of new data and business problems, suggesting a fluid field responsive to practical problems. Fourth, we consider author publication survival rates, which increase up to six papers and then decline, possibly as a result of changes in ability or motivation. Fifth, survival rates vary with the recency and nature of words. We conclude by discussing the implications for additional journal space and the utility of standardized classification codes.

Suggested Citation

  • Carl F. Mela & Jason Roos & Yiting Deng, 2013. "Invited Paper --A Keyword History of Marketing Science," Marketing Science, INFORMS, vol. 32(1), pages 8-18, September.
    • Handle: RePEc:inm:ormksc:v:32:y:2013:i:1:p:8-18
    DOI: 10.1287/mksc.1120.0764
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    References listed on IDEAS

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    Cited by:

    1. Rosenzweig, Stav & Grinstein, Amir & Ofek, Elie, 2016. "Social network utilization and the impact of academic research in marketing," International Journal of Research in Marketing, Elsevier, vol. 33(4), pages 818-839.
    2. Watson, George F. & Worm, Stefan & Palmatier, Robert W. & Ganesan, Shankar, 2015. "The Evolution of Marketing Channels: Trends and Research Directions," Journal of Retailing, Elsevier, vol. 91(4), pages 546-568.
    3. Tuğçe Ozansoy Çadırcı & Ayşegül Sağkaya Güngör, 2021. "26 years left behind: a historical and predictive analysis of electronic business research," Electronic Commerce Research, Springer, vol. 21(1), pages 223-243, March.
    4. Abhishek Borah & Xin (Shane) Wang & Jun Hyun (Joseph) Ryoo, 2018. "Understanding Influence of Marketing Thought on Practice: an Analysis of Business Journals Using Textual and Latent Dirichlet Allocation (LDA) Analysis," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 5(3), pages 146-161, December.
    5. Cho, Yung-Jan & Fu, Pei-Wen & Wu, Chi-Cheng, 2017. "Popular Research Topics in Marketing Journals, 1995–2014," Journal of Interactive Marketing, Elsevier, vol. 40(C), pages 52-72.
    6. Ali Sina Önder & Sergey V. Popov & Sascha Schweitzer, 2021. "Leadership in Scholarship: Editors’ Appointments and the Profession’s Narrative," Working Papers in Economics & Finance 2021-05, University of Portsmouth, Portsmouth Business School, Economics and Finance Subject Group.
    7. Robert P. Rooderkerk & Nicole DeHoratius & Andrés Musalem, 2022. "The past, present, and future of retail analytics: Insights from a survey of academic research and interviews with practitioners," Production and Operations Management, Production and Operations Management Society, vol. 31(10), pages 3727-3748, October.
    8. Jonathan Z. Zhang & Chun-Wei Chang, 2021. "Consumer dynamics: theories, methods, and emerging directions," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 166-196, January.
    9. Wierenga, Berend, 2021. "The study of important marketing issues in an evolving field," International Journal of Research in Marketing, Elsevier, vol. 38(1), pages 18-28.

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