市场营销中影响力研究的本质和起源

S. Hunt
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引用次数: 3

摘要

摘要本文(1)探讨了市场营销中“高影响力”(即高引用)文章的性质和起源,(3)建立了方案研究的“六阶段模型”,(4)通过作者的“营销理论”研究方案对六阶段模型进行了说明。
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The nature and origins of impactful research in marketing
ABSTRACT This article (1) explores the nature and origins of “high impact” (i.e., highly cited) articles in marketing, (2) argues that a major factor is that highly cited articles frequently are the result of their authors’ executing time-consuming, research programs, rather than simply working on individual articles that appear to be immediately publishable, (3) develops a “six-stage model” of programmatic research, and (4) illustrates the six-stage model by means of the author’s “marketing theory” research program.
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CiteScore
4.00
自引率
6.20%
发文量
21
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