Whither research in marketing?

John Saunders*, Nick J. Lee

*Corresponding author for this work

Research output: Contribution to journalEditorial

Abstract

Purpose - To introduce the contents of this special issue on research in marketing and comment on the development of the discipline in UK universities. Design/methodology/approach - Relates each paper to a taxonomy of academic research and comments on their content. Examines major trends in higher education and relates them to the fortunes of marketing educators. Findings - There are reasons to be cheerful about academic marketing in the UK: there are clearly opportunities to publish in the world's leading academic journals, increased funding for the discipline, the acceptability of a wide range of methodologies and the increasing influence of marketing. Less encouraging is the naïve and destructive competition between universities and the consequent destruction of academic development. Research limitations/implications - This is a UK perspective that depends on limited knowledge of other than a few other countries. Practical implications - There are good reasons to be positive about an academic career in marketing, but also a desperate need to tackle the naïve strategies of universities and to intervene to mend the gaps in the development of academic marketers. Originality/value - Gives an insight in to the range of research in marketing, and an insight into the opportunities and pitfalls of a career in academic marketing research. © Emerald Group Publishing Limited.

Original languageEnglish
Pages (from-to)245-260
Number of pages16
JournalEuropean Journal of Marketing
Volume39
Issue number3-4 Sp.Iss.
DOIs
Publication statusPublished - 2005

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Marketing
Marketers
Marketing research
Methodology
Academic journals
Acceptability
Design methodology
Taxonomy
Funding
Academic careers
Academic research

Keywords

  • market research
  • United Kingdom
  • universities

Cite this

Saunders, John ; Lee, Nick J. / Whither research in marketing?. In: European Journal of Marketing. 2005 ; Vol. 39, No. 3-4 Sp.Iss. pp. 245-260.
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Saunders, J & Lee, NJ 2005, 'Whither research in marketing?', European Journal of Marketing, vol. 39, no. 3-4 Sp.Iss., pp. 245-260. https://doi.org/10.1108/03090560510581755

Whither research in marketing? / Saunders, John; Lee, Nick J.

In: European Journal of Marketing, Vol. 39, No. 3-4 Sp.Iss., 2005, p. 245-260.

Research output: Contribution to journalEditorial

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