Whither research in marketing?

Abstract

Purpose

To introduce the contents of this special issue on research in marketing and comment on the development of the discipline in UK universities.

Design/methodology/approach

Relates each paper to a taxonomy of academic research and comments on their content. Examines major trends in higher education and relates them to the fortunes of marketing educators.

Findings

There are reasons to be cheerful about academic marketing in the UK: there are clearly opportunities to publish in the world's leading academic journals, increased funding for the discipline, the acceptability of a wide range of methodologies and the increasing influence of marketing. Less encouraging is the naïve and destructive competition between universities and the consequent destruction of academic development.

Research limitations/implications

This is a UK perspective that depends on limited knowledge of other than a few other countries.

Practical implications

There are good reasons to be positive about an academic career in marketing, but also a desperate need to tackle the naïve strategies of universities and to intervene to mend the gaps in the development of academic marketers.

Originality/value

Gives an insight in to the range of research in marketing, and an insight into the opportunities and pitfalls of a career in academic marketing research.

Citation

Saunders, J. and Lee, N. (2005), "Whither research in marketing?", European Journal of Marketing, Vol. 39 No. 3/4, pp. 245-260. https://doi.org/10.1108/03090560510581755