A Key Word History of Marketing Science

23 Pages Posted: 16 Nov 2012

See all articles by Carl F. Mela

Carl F. Mela

Duke University - Fuqua School of Business

Jason M.T. Roos

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM); Erasmus Research Institute of Management (ERIM)

Yiting Deng

Duke University - Fuqua School of Business

Date Written: November 14, 2012

Abstract

This paper considers the history of key words used in Marketing Science to develop insights regarding the evolution of marketing science. Several findings emerge. First, pricing and game theory are the most ubiquitous words. More generally, the 3C’s and 4P’s predominate, suggesting key words and common practical frameworks align. Various trends exist. Some words, like pricing, remain popular over time. Others, like game theory and hierarchical Bayes have become more popular. Finally, some words are superseded by others, like diffusion and social networking. Second, the overall rate of new keyword introductions has increased but the likelihood they will stick around has decreased. This suggests a maturation of the discipline or a long tail effect. Third, a correspondence analysis indicates three distinct eras of marketing modeling, comporting roughly with each of the past three decades. These eras are driven by the emergence of new data and business problems, suggesting a fluid field responsive to practical problems. Fourth, we consider author publication survival rates which increase up to six papers and then decline - possibly due to changes in ability or motivation. Fifth, survival rates vary with the recency and nature of words. We conclude by discussing the implications for additional journal space and the utility of standardized classification codes.

Keywords: history, marketing, data visualization

JEL Classification: M3, M31

Suggested Citation

Mela, Carl F. and Roos, Jason M.T. and Deng, Yiting, A Key Word History of Marketing Science (November 14, 2012). Available at SSRN: https://ssrn.com/abstract=2175537 or http://dx.doi.org/10.2139/ssrn.2175537

Carl F. Mela (Contact Author)

Duke University - Fuqua School of Business ( email )

Box 90120
Durham, NC 27708-0120
United States
919-660-7767 (Phone)

Jason M.T. Roos

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM) ( email )

P.O. Box 1738
3000 DR Rotterdam
Netherlands
+31 (0)10 408 25 27 (Phone)

HOME PAGE: http://www.jasonmtroos.com

Erasmus Research Institute of Management (ERIM)

P.O. Box 1738
3000 DR Rotterdam
Netherlands

Yiting Deng

Duke University - Fuqua School of Business ( email )

100 Fuqua Drive,Box 90120
Durham, NC 27708-0120
United States

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
97
Abstract Views
672
rank
280,919
PlumX Metrics