Editorial: Fifty Years of Marketing Science

Authors:
Steven M. Shugan
Affiliations:
University of Florida, Warrington College of Business, 201B Bryan Hall, P.O. Box 117155, Gainesville, Florida 32611
Venue:
Marketing Science
Year:
2006

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Abstract

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).