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Marketing Science’s Pilgrimage to the Ivory Tower

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Research traditions in marketing

Part of the book series: International Series in Quantitative Marketing ((ISQM,volume 5))

Abstract

My objective in this article is to evaluate the developments, contributions, and current position of marketing science. By marketing science, I mean the research tradition that primarily relies on quantitative methods and models related to observable marketing variables, such as sales, market shares, prices, and advertising budgets. Among the current journals, Marketing Science most accurately reflects this research tradition. Most articles in the Journal of Marketing Research or the International Journal of Research in Marketing also fall into the realm of marketing science. This research tradition originated in the early ‘60s, so that we can look back on about 30 years of substantial research effort. I exclude from my considerations both purely qualitative marketing contributions as well as the behavioral and psychological research stream (as reflected in most contributions appearing in the Journal of Consumer Research)

ArticleNote

A desk is a dangerous place from which to watch the world.

John Le Carré

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Authors and Affiliations

  1. Johnannes Gutenberg-University, D-55099, Mainz, Germany

    Hermann Simon

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  1. Hermann Simon
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  1. Groupe HEC, France

    Gilles Laurent

  2. Pennsylvania State University, USA

    Gary L. Lilien

  3. University of Paris Dauphine and ESSEC, France

    Bernard Pras

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Simon, H. (1994). Marketing Science’s Pilgrimage to the Ivory Tower. In: Laurent, G., Lilien, G.L., Pras, B. (eds) Research traditions in marketing. International Series in Quantitative Marketing, vol 5. Springer, Dordrecht. https://doi.org/10.1007/978-94-011-1402-8_2

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  • DOI: https://doi.org/10.1007/978-94-011-1402-8_2

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