The intellectual ecology of mainstream marketing research: an inquiry into the place of marketing in the family of business disciplines

  • Terry Clark
  • Thomas Martin Key
  • Monica Hodis
  • Daniel Rajaratnam
Conceptual/Theoretical Paper


Many inside mainstream academic marketing judge the discipline’s influence within the family of business disciplines (as well as in practice) to be in decline. Despite great research productivity, methodologies as sophisticated as any in the social sciences, and a large and rich literature, opinion and evidence suggest that academic marketing is the least influential of the mainstream academic business disciplines. Nevertheless, marketing’s decline is not inexorable. The purpose of this paper is to evaluate this perplexing situation by: (1) assembling and evaluating a number of expert opinions from within marketing; (2) exploring relations and patterns of influence among the leading academic journals in accounting, finance, management, and marketing and evaluating the position and influence of each field; (3) attempting to understand marketing’s problems; and (4) exploring avenues to move marketing back to its once prominent position among the business disciplines.


Marketing research Strategic management Marketing influence Scholarship in marketing 



The authors wish to express their thanks to the Hankamer School of Business, Baylor University, for supporting this project, for valuable input from colleagues at the Universities of Limerick, New Hampshire, North Florida, Colorado State, Colorado at Colorado Springs, New Mexico, and San Francisco State, as well as three blind reviewers.


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Copyright information

© Academy of Marketing Science 2013

Authors and Affiliations

  • Terry Clark
    • 1
  • Thomas Martin Key
    • 2
  • Monica Hodis
    • 3
  • Daniel Rajaratnam
    • 4
  1. 1.Department of Marketing, College of Business and AdministrationSouthern Illinois UniversityCarbondaleUSA
  2. 2.Department of Marketing, Strategy and International BusinessCollege of Business Administration, University of Colorado, Colorado SpringsColorado SpringsUSA
  3. 3.School of BusinessSt. John Fisher CollegeRochesterUSA
  4. 4.St. Edwards UniversityAustinUSA

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