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Cited by 554

The DOI matches its Crossref record; 74 of the 74 references it cites were found in a registry or an index.

Scholarly Research in Marketing: Exploring the “4 Eras” of Thought Development

Wilkie, William L., Moore, Elizabeth S.·2003·Journal of Public Policy & Marketing
DOI 10.1509/jppm.22.2.116.17639
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Abstract

Today's body of marketing thought is expanding geometrically, pushing frontiers in numerous domains—quantitatively, behaviorally, strategically—with much enhanced technology and on an increasingly globalized basis. As this pushes forward on many fronts, however, it is also worthwhile to ask what is in danger of being left behind. What is the benefit, if any, of discerning the roots of this field? On the basis of an extended look across the last century of marketing thought, this article paints a wide-ranging portrait of (1) the general course that has been taken by the body of marketing thought over its “4 Eras” and (2) how the treatment of societal dimensions of marketing has fared during each period. On the basis of these findings, the authors pose several key issues for further consideration by interested thinkers concerned with the progress of marketing scholarship.

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Metadata

Authors
Wilkie, W. L., & Moore, E. S.
Venue
Journal of Public Policy & Marketing
Publisher
SAGE Publications
Published
2003-09
Volume
22
Issue
2
Pages
116-146
ISSN
  • 0743-9156 (ISSN-L)
  • 1547-7207
DOI
10.1509/jppm.22.2.116.17639
OpenAlex
W2043492090
Cited by
554
References
74
FWCI
74.87
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)

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Wilkie, W. L., & Moore, E. S. (2003). Scholarly Research in Marketing: Exploring the “4 Eras” of Thought Development. Journal of Public Policy & Marketing. https://doi.org/10.1509/jppm.22.2.116.17639

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