The Structure and Evolution of the Marketing Field: A Content Analysis of Five Decades of Research within the Academy of Marketing Science Journals

Qeis Kamran and Marcus Becker

Research Journal for Applied Management (RJAM), 2023, vol. 4, issue 1, 89-132

Abstract: This paper analyses five decades of research published in the journals of JAMS and AMS review (AMSR). The authors used a Latent Dirichlet Allocation (LDA) algorithm for unsupervised topic modeling. By conducting a content analysis (CA), the authors study the relationships between the research streams of marketing evolved during the four eras of the field's progress. A multiple correspondence analysis (MCA) was drawn to validate the mapping between the digitized keywords drawn from 1913 research articles with the topic labels and terms resulting from our LDA analysis. Finally, some future directions and the needed stream of literature is presented, whereupon a path towards reinvigorating marketing in era-V could be proposed. The authors suggest another possible solution to Hunt's call, hence instead of focusing on a re-institutionalization, wherein marketing may go backwards, it must focus on essential research themes of the future

Keywords: Marketing history; literature review; JAMS; AMS Review; multiple correspondence analysis; content analysis; ranking; marketing evolution; re-institutionalization; Latent-Dirichlet-Allocation; Unsuper-vised-topic-modeling-algorithms (search for similar items in EconPapers)
Date: 2023
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.econstor.eu/bitstream/10419/324732/1/RJAM-4-2023-089.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:zbw:ismrja:324732

Access Statistics for this article

Research Journal for Applied Management (RJAM) is currently edited by Ingo Böckenholt

More articles in Research Journal for Applied Management (RJAM) from International School of Management (ISM), Dortmund Contact information at EDIRC.
Bibliographic data for series maintained by ZBW - Leibniz Information Centre for Economics ().