Editorial: Fifty Years of Marketing Science

We have observed conspicuous changes in the 25 years after Frank M. Bass, John D. C. Little, and Donald G. Morrison begot Marketing Science . Marketing Science benefited from five subsequent editors and fifty different area editors. New submissions grew from 40 to over 320. Published articles grew f...

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Bibliographic Details
Published inMarketing science (Providence, R.I.) Vol. 25; no. 6; pp. 551 - 555
Main Author Shugan, Steven M
Format Journal Article
LanguageEnglish
Published Linthicum INFORMS 01.11.2006
Institute for Operations Research and the Management Sciences (INFORMS)
Institute for Operations Research and the Management Sciences
Subjects
Behavioral decision theory
Citation indexes
citations
Editorials
Editors
Electronic journals
Electronic periodicals
Game theory
impact of the Internet
Incumbency
Internet
Libraries
Management science
Marketing
Marketing Science
print journals
Publishing industry
Research methods
Search services
Online AccessGet full text

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Summary:We have observed conspicuous changes in the 25 years after Frank M. Bass, John D. C. Little, and Donald G. Morrison begot Marketing Science . Marketing Science benefited from five subsequent editors and fifty different area editors. New submissions grew from 40 to over 320. Published articles grew from 16 to over 45 per year. We discuss six possible developments for the next 25 years. (1) The Internet’s extraordinary search capabilities will diminish the distinctiveness of each journal. (2) The Internet will allow any researcher to publish research without journals. (3) Faster dissemination is inevitable. (4) Many economical electronic journals will enter the market. (5) The business model of print journals must change. (6) We will publish new forms of content (e.g., videos, blogs, running reviews, and subsequent comments by the authors).
ISSN:0732-2399
1526-548X
DOI:10.1287/mksc.1060.0251