A more aspirational direction for the marketing discipline
Abstract
This article presents five proposals to enhance impactful knowledge development in the marketing discipline. The five proposals are: (1) Engage more closely with the (business) world’s complexity; (2) Expand research approaches and article formats; (3) Rethink how marketing scholars frame and pursue knowledge development; (4) Revitalize professional institutions and forums; and (5) Craft and preserve marketing discipline’s unique identity. Collectively, these proposals seek to initiate a conversation to further strengthen our discipline. Moving forward with these proposals will require the collective imagination and efforts of marketing scholars around the world.
Fields of Study & Subjects
Management and Marketing Education
Service and Product Innovation
Marketing and Advertising Strategies
Publication details
- Journal / source
- AMS Review
- Publisher
- Springer Science and Business Media LLC
- Volume
- 16
- Issue
- 1
- Publication date
- 21 April 2026
- Language
- EN