{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}



Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
384 Assessing Marketing Literature: A Study of the Readings Assigned in Doctoral Seminars in Marketing Kathleen E. Joswick, Ronald J. Bauerly, and Don T. Johnson Kathleen E. Joswick is a Professor in University Libraries and Ronald J. Bauerly and Don T. Johnson are Professors in the Department of Marketing and Finance, all at Western Illinois University; e-mail: [email protected]; [email protected]; and [email protected], respectively. The researchers analyzed the assigned readings from the syllabi of doctoral marketing seminars from forty institutions to identify the format, age, and subjects of the materials assigned to and read by graduate students in the field. The overwhelming majority of the assigned readings were journal articles, but monographic material was still frequently used. A relatively small number of journal titles were used consistently across all the programs. There was a distinct lack of agreement on individual article or book selection among the programs. Current resources were favored, but seminal articles in both monographic and serial format were still included. Implications of the findings for libraries and for doctoral education are discussed. he discipline of marketing has been defining itself over the past century. Through shi�ing paradigms and expanding parameters, the field is devel- oping into a dynamic, interdisciplinary area of study that combines practical, quantitative, and theoretical aspects. As with any emerging discipline, identifying and acquiring the resources relied on by its scholars is challenging for librarians. Nonetheless, librarians have the respon- sibility to anticipate and supply appropri- ate resources to researchers, teachers, and students in this evolving profession. In order to improve the understanding of the use pa�erns of sources in market- ing, this study investigated the assigned reading lists from doctoral-level mar- keting seminars. Readings required by marketing professors, the scholars whose vision defines and advances the identity of the discipline, profoundly impact the field. Likewise, they heavily influence the students in the doctoral classes—the future teachers and researchers who will formulate and disseminate marketing thought in both industry and classrooms. By analyzing the works assigned and read in doctoral seminars, the research- ers documented the resources actually used by professors and students, both serious consumers of published market- ing materials. These resources will be influential in shaping the knowledge base of the marketing discipline in the decades to come. The findings of this study will help librarians, university administra-
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
tors, and marketing professionals assess the use of existing literature and provide a prospectus for collection development in the future.
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

Page1 / 15


This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon bookmark
Ask a homework question - tutors are online