A Key Word History of Marketing Science
23 Pages Posted: 16 Nov 2012
Date Written: November 14, 2012
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 Finally, some words are superseded by others, like diffusion and social networking.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: Suggested Citation