Using the past as a Guide to the Future: Reflections on the History of the Journal of Marketing
Using the past as a Guide to the Future: Reflections on the History of the Journal of Marketing
复制标题
以过去为未来的指南：对《营销杂志》历史的反思
DOI：
10.1177/002224299606000102
复制
发表时间：
1996
影响因子：
12.9
通讯作者：
G. Day
中科院分区：
文献类型：
--
作者：
G. Day
历史有许多功能。它们揭示了我们的起源，庆祝了我们的成功，并提醒我们对智慧祖先的亏欠。历史也有助于通过确定重要转变的原因来解释过去。Roger Kerin（1996）对《市场营销杂志》历史上的里程碑进行了深思熟虑和精心制作的回顾，令人钦佩地发挥了所有这些功能。他对影响这本杂志的事件和趋势进行了透视，做出了宝贵的贡献。克林的编年史也提供了一些关于未来的线索。如果我们预测一下这本杂志目前的发展趋势——并假设没有干预来改变这个方向——那么就会出现一些关于《市场营销杂志》未来的角色和影响的令人不安的问题。中国有句古话，“除非我们改变方向，否则我们很可能会在我们前进的地方结束”，这定义了挑战。具体来说，我们需要关注的是，《市场营销杂志》作为市场营销学术领域思想领袖的传统角色正在逐渐受到侵蚀的迹象。然而，势头既不是不可逆转的，也不是不可抗拒的，还有许多其他力量塑造了这本杂志的未来。最具影响力的力量是市场营销理论的步伐和进步，相关学科的发展，该领域其他期刊的倡议，以及市场营销职能在未来组织中的角色变化。我写这篇评论的目的是利用Kerin的社论和文学史来推测未来，并建议《市场营销杂志》如何保持其在该领域的领导地位。
Histories serve many functions. They reveal our origins, celebrate our successes, and remind us of our debts to our intellectual ancestors. A history also helps interpret the past by identifying the reasons for important transitions. Roger Kerin's (1996) thoughtful and finelycrafted retrospective on the milestones in the history of the Journal of Marketing serves all these functions admirably. He makes a valuable contribution by putting into perspective the events and trends that have shaped this journal. Kerin's chronicle also provides some clues about the future. If we project where the present momentum is carrying this journal-and assume there will be no intervention to change this direction-then some troubling questions arise concerning the future role and influence of the Journal of Marketing. The ancient Chinese saying, "Unless we change our direction, we are likely to wind up where we are headed," defines the challenge. Specifically, we need to be concerned about the signs of a gradual erosion of the Journal of Marketing's traditional role as a thought-leader within the academic discipline of marketing. However, momentum is neither irreversible nor irresistible, and there are many other forces that shape the future of this journal. The most influential forces are the pace and progress of marketing theory, developments in allied disciplines, initiatives by other journals in the field, and changing roles of the marketing function in the organizations of the future. My purpose with this commentary is to use Kerin's editorial and literary history to make conjectures about the future and suggest how the Journal ofMarketing might retain its leadership within the field.