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Re-institutionalizing marketing

Author

Listed:
  • Thomas Martin Key

    (University of Colorado)

  • Terry Clark

    (Southern Illinois University)

  • O. C. Ferrell

    (Auburn University)

  • David W. Stewart

    (Loyola Marymount University)

  • Leyland Pitt

    (Beedie School of Business, Simon Fraser University)

Abstract

Hunt’s (AMS Rev, 10, 189–198, 2020) notion of the re-institutionalization of marketing as a discipline provides the background for this commentary. This forward-looking context is used to address issues the marketing discipline is facing to reconcile problems we identify. Academic marketing research has become fragmented and polarized into narrow areas that do not provide holistic contributions to knowledge. Doctoral programs are focusing less on core marketing knowledge and theory and more on methodology. This brings into question the culture of both our doctoral programs and the culture of the discipline to provide high-impact research valuable to practitioners and society, as well as the firm. An agenda for change addresses hiring practices, projects, methods, and oversight on the importance of impact. It is suggested the marketing discipline engage in the study of marketing practice to find important problems to investigate.

Suggested Citation

  • Thomas Martin Key & Terry Clark & O. C. Ferrell & David W. Stewart & Leyland Pitt, 2021. "Re-institutionalizing marketing," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 446-453, December.
    • Handle: RePEc:spr:amsrev:v:11:y:2021:i:3:d:10.1007_s13162-021-00220-0
    DOI: 10.1007/s13162-021-00220-0
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    References listed on IDEAS

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    3. Thomas Martin Key & Terry Clark & OC Ferrell & David W. Stewart & Leyland Pitt, 2020. "Marketing’s theoretical and conceptual value proposition: opportunities to address marketing’s influence," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 151-167, December.
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    Cited by:

    1. J. Joseph Cronin, 2022. "Marketing’s new myopia: Expanding the social responsibilities of marketing managers," AMS Review, Springer;Academy of Marketing Science, vol. 12(1), pages 30-37, June.
    2. Anu Helkkula & Eric Arnould, 2022. "Developing and renewing marketing as a scientific discipline through reflexive cocreation," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 168-173, December.
    3. Shelby D. Hunt & Sreedhar Madhavaram & Hunter N. Hatfield, 2022. "The marketing discipline’s troubled trajectory: The manifesto conversation, candidates for central focus, and prognosis for renewal," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 139-156, December.

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