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Understanding Influence of Marketing Thought on Practice: an Analysis of Business Journals Using Textual and Latent Dirichlet Allocation (LDA) Analysis

Author

Listed:
  • Abhishek Borah

    (University of Washington)

  • Xin (Shane) Wang

    (Western University)

  • Jun Hyun (Joseph) Ryoo

    (Western University)

Abstract

Several calls have been made to understand the influence of marketing thought on practice (Rust et al. J Mark 68:76–89, 11). Practice includes practitioners who mostly use concepts and frameworks (general practice) and who mostly use quantitative models (quantitative practice). This paper compares the relative influence of marketing thought compared to other disciplines and uncovers seminal marketing thoughts that have influenced both general and quantitative practice. Using topic modeling procedures on 94 years of Harvard Business Review, 46 years of Sloan Management Review, and 47 years of Management Science, this paper illuminates the evolution of the influence of marketing thought over time. Despite marketing’s slow start, it has an increasing influence on both general and quantitative practice. Foundational topics in marketing such as product, promotion, place, consumers, and marketing research methods have influenced both general and quantitative practice. Surprisingly, price has not influenced practice. Marketing Communications is increasingly influential while Channel Management, Product/Service Management, and surprisingly Customer Relationships have lost their early influence to practice. General practitioners find Marketing Environment and Business Models increasingly influential while quantitative practitioners find Social Influence and Metrics increasingly influential. Quantitative practice has kept up to speed with marketing thought that influence general practice.

Suggested Citation

  • 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.
    • Handle: RePEc:spr:custns:v:5:y:2018:i:3:d:10.1007_s40547-018-0089-z
    DOI: 10.1007/s40547-018-0089-z
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    References listed on IDEAS

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    1. Xin (Shane) Wang & Neil T. Bendle & Feng Mai & June CotteXin, 2015. "The Journal of Consumer Research at 40: A Historical Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 42(1), pages 5-18.
    2. Gary L. Lilien & John H. Roberts & Venkatesh Shankar, 2013. "Effective Marketing Science Applications: Insights from the ISMS-MSI Practice Prize Finalist Papers and Projects," Marketing Science, INFORMS, vol. 32(2), pages 229-245, March.
    3. John R. Hauser, 2017. "Phenomena, theory, application, data, and methods all have impact," Journal of the Academy of Marketing Science, Springer, vol. 45(1), pages 7-9, January.
    4. Robert W. Palmatier, 2016. "Improving publishing success at JAMS: contribution and positioning," Journal of the Academy of Marketing Science, Springer, vol. 44(6), pages 655-659, November.
    5. 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.
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    Cited by:

    1. Jonas Schmidt & Tammo H. A. Bijmolt, 2020. "Accurately measuring willingness to pay for consumer goods: a meta-analysis of the hypothetical bias," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 499-518, May.
    2. Abhishek Borah & Francesca Bonetti & Angelito Calma & José Martí-Parreño, 2023. "The Journal of the Academy of Marketing Science at 50: A historical analysis," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 222-243, January.
    3. Borah, Abhishek & Skiera, Bernd, 2021. "Marketing and investor behavior: Insights, introspections, and indications," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 811-816.
    4. Damane Moeti, 2022. "Topic Classification of Central Bank Monetary Policy Statements: Evidence from Latent Dirichlet Allocation in Lesotho," Acta Universitatis Sapientiae, Economics and Business, Sciendo, vol. 10(1), pages 199-227, September.

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