The Domain of Marketing: How Are the Boundaries of the Marketing Discipline Established?

Abstract

This article examines, from a conceptual perspective, the establishment, evolution and impact of boundaries and definitions on research in marketing. A conceptual model highlighting the key issues and constructs involved in the development and evolution of marketing thought and the boundaries of marketing is presented. Particular attention is given to the relationship between societal trends and research in marketing. The impact of environmental trends and current research directions on the formation of “new” journals in marketing is also examined. In addition, the roles of academicians, practitioners and “gatekeepers” are all discussed, as is their impact on research in the discipline. Three distinct categories of research are identified along with their roles in advancing marketing thought and establishing boundaries for marketing. Finally, the potential implications of “artificial” definitions and boundaries for research in the discipline are examined.

Additional information

Notes on contributors

David B. Meinert

David B. Meinert is Assistant Professor of Computer Information Systems at Southwest Missouri State University. He received his Ph.D. in MIS from the University of Mississippi. His research has appeared, or is forthcoming, in Information Resources Management Journal, Journal of Computer Information System, Psychological Reports, The Journal of Applied Business Research, and others journals and proceedings.

Scott J. Vitell

Scott J. Vitell is Associate Professor of Marketing and holder of the Michael S. Starnes Lectureship in Marketing and Business Ethics at the University of Mississippi. He received his Ph.D. in Marketing from Texas Tech University. His work has previously appeared in theJournal of Macromarketing, The Journal of Business Ethics, Research in Marketing, the Business and Professional Ethics Journal, and the Journal of the Academy of Marketing Science as well as various other journals and proceedings.

Robert V. Reich

Robert V. Reich is a Ph.D. candidate in Management Information Systems at the University of Mississippi and Director of the School of Business Microcomputer Laboratory. His research has appeared in the Journal of Computer Information Systems, the Journal of Social Behavior and Personality, End-User Computing Management, and Information Strategy: The Executive’s Journal as well as various proceedings.