Martin Key, Journal of the Academy of Marketing ScienceMay 1,
By: Clark, T., Key, M.T., Hodis, M., Rajaratnam, D. Journal of the Academy of Marketing Science May 2014, Volume 42, Issue 3, pp 223-241
This paper attempts to address a growing concern that the field of marketing is declining in influence. To accomplish this, the paper looks at 22 years of citation data across 9 of the leading scholalry journals in the areas of Marketing, Finance, Management, and Accounting. The results indicate that within the 4 main business functions, marketing articles are cited the least by other fields. Adding to this dilemma, the methodologically sophisticated nature of marketing research may prevent managers from seeking it out for insight and strategic influence.