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Marketing Science’s Pilgrimage To The Ivory Tower

H. Simon
Published 1994 · Art

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My objective in this article is to evaluate the developments, contributions, and current position of marketing science. By marketing science, I mean the research tradition that primarily relies on quantitative methods and models related to observable marketing variables, such as sales, market shares, prices, and advertising budgets. Among the current journals, Marketing Science most accurately reflects this research tradition. Most articles in the Journal of Marketing Research or the International Journal of Research in Marketing also fall into the realm of marketing science. This research tradition originated in the early ‘60s, so that we can look back on about 30 years of substantial research effort. I exclude from my considerations both purely qualitative marketing contributions as well as the behavioral and psychological research stream (as reflected in most contributions appearing in the Journal of Consumer Research)
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