Re-institutionalizing marketing

Thomas Martin Key (), Terry Clark (), O. C. Ferrell (), David W. Stewart () and Leyland Pitt ()
Additional contact information
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

AMS Review, 2021, vol. 11, issue 3, No 18, 446-453

Abstract: 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.

Keywords: Re-institutionalization; Marketing discipline; Marketing theory (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (3)

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DOI: 10.1007/s13162-021-00220-0

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