Baumgartner (2003) Marketing Journals

Baumgartner (2003) Marketing Journals - Hans Baumgartner...

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Structural Influence of Marketing Journals / 123 Journal of Marketing Vol. 67 (April 2003), 123–139 Hans Baumgartner & Rik Pieters The Structural Influence of Marketing Journals: A Citation Analysis of the Discipline and Its Subareas Over Time The authors investigate the overall and subarea influence of a comprehensive set of marketing and marketing- related journals at three points in time during a 30-year period using a citation-based measure of structural influ- ence. The results show that a few journals wield a disproportionate amount of influence in the marketing journal network as a whole and that influential journals tend to derive their influence from many different journals. Differ- ent journals are most influential in different subareas of marketing; general business and managerially oriented journals have lost influence, whereas more specialized marketing journals have gained in influence over time. The Journal of Marketing emerges as the most influential marketing journal in the final period (1996–97) and as the jour- nal with the broadest span of influence across all subareas. Yet the Journal of Marketing is notably influential among applied marketing journals, which themselves are of lesser influence. The index of structural influence is significantly correlated with other objective and subjective measures of influence but least so with the impact fac- tors reported in the Social Sciences Citation Index . Overall, the findings demonstrate the rapid maturation of the marketing discipline and the changing role of key journals in the process. Hans Baumgartner is Professor of Marketing, Smeal College of Business, The Pennsylvania State University. Rik Pieters is Professor of Marketing, Department of Marketing, Tilburg University. The authors thank Bill Ross and the four anonymous JM reviewers for helpful comments on previous versions of this article. J ournals have become the primary medium to commu- nicate scholarly knowledge in marketing, and the number of marketing-related journals has increased rapidly in recent years. Only a handful of journals covered marketing issues before the 1960s, the foremost being the Harvard Business Review (established in 1920), Journal of Retailing (1925), Journal of Business (1928), and Journal of Marketing (1936). Since then, the number of journals in which research relevant to marketing is published has mush- roomed. Currently, there are 551 journals listed in Cabell’s Directory of Publishing Opportunities in Management and Marketing (Cabell 1997–98). Of these, 59 have the word “marketing” in the title, and an additional 41 cover topics such as advertising, brand management, consumer behavior, consumer policy, purchasing, and retailing. Many other, more general journals frequently contain marketing-related research as well (e.g., Journal of Business Research , Man- agement Science ).
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Baumgartner (2003) Marketing Journals - Hans Baumgartner...

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