Skip to main content
SpringerLink
Log in

Guest editorial: The past, present, and future of the marketing discipline

  • Published:
Journal of the Academy of Marketing Science Aims and scope Submit manuscript

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

References

  • Hunt, Shelby. 1992. “Marketing Is…”Journal of the Academy of Marketing Science 20 (4): 301–312.

    Article  Google Scholar 

  • Malhotra, Naresh K. 1996. “The Impact of the Academy of Marketing Science on Marketing Scholarship: An Analysis of the Research Published inJAMS.”Journal of the Academy of Marketing Science 24 (4): 291–298.

    Article  Google Scholar 

  • Peterson, Robert A 1992. “Introduction to the Special Issue.”Journal of the Academy of Marketing Science 20 (4): 295–298.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Georgia Institute of Technology, Georgia, USA

    Naresh K. Malhotra

Authors
  1. Naresh K. Malhotra
    View author publications

    You can also search for this author in PubMed Google Scholar

Additional information

Editor’s note I express my sincere appreciation to Naresh Malhotra for putting together this truly special issue containing thought-provoking contributions by some of the leading marketing scholars. I feel confident that the issue will stimulate additional scholarly thought and research, and have an enduring impact on the marketing discipline. A. Parasuraman

Rights and permissions

Reprints and permissions

About this article

Cite this article

Malhotra, N.K. Guest editorial: The past, present, and future of the marketing discipline. J. of the Acad. Mark. Sci. 27, 116–119 (1999). https://doi.org/10.1177/0092070399272001

Download citation

  • Issue Date:

  • DOI: https://doi.org/10.1177/0092070399272001

Search

Navigation