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Unformatted text preview: 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:;; and, 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 Feld. 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 Fndings for libraries and for doctoral education are discussed. he discipline of marketing has been deFning itself over the past century. Through shi ing paradigms and expanding parameters, the Feld 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 deFnes and advances the identity of the discipline, profoundly impact the Feld. 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 Fndings of this study will help librarians, university administra- tors, and marketing professionals assess the use of existing literature and provide a prospectus for collection development in the future....
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This note was uploaded on 03/06/2012 for the course ECONOMIC 203 taught by Professor Veiga during the Spring '12 term at Universidad Complutense de Madrid.

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