This Article Full Text (PDF) References Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Download to citation manager Citing Articles Citing Articles via HighWire Citing Articles via Google Scholar Google Scholar Articles by Shugan, S. M. Search for Related Content

Editorial: Fifty Years of Marketing Science

University of Florida, Warrington College of Business, 201B Bryan Hall, P.O. Box 117155, Gainesville, Florida 32611
steven.shugan{at}cba.ufl.edu

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).

Key Words: Marketing Science; electronic journals; print journals; citations; impact of the Internet

This article has been cited by other articles:

				S. M. Shugan Editorial--Introduction to the Special Classics Issue Marketing Science, January 1, 2008; 27(1): 9 - 11. [Abstract] [PDF]