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50 Years Of Marketing Science

MARKETING SCIENCE
Vol. 25, No. 6, November-December 2006, pp. 551-555 ISSN 0732-23991 EISSN 1526-548X1061250610551 DOi 10.1287/mksc.l060.0251 ©2006 INFORMS

Editorial: Fifty Years of Marketing Science
Steven M. Shugan*
University of Florida, Warrington College of Business, 201B Bryan Hall, P.O. Box 117155, Gainesville, Florida 32611, steven.shugan@cba.ufl.edu

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e 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

Science was not only the most highly cited journal in marketing but also one of the three most cited jourIn the early 1980s, Frank M. Bass and John D. C. Little nals in business, according to the 2004 Social Science ambitiously founded the INFORMS journal Marketing Science to provide a premiere outlet for rigorous Citation Index (SSCJ). Jn 2006, Marketing Science was included on the list of journals used by the Financial research that applied management science methods to Times for the ranking of research productivity at busimarketing problems (Morrison and Raju 2004). ness schools. At that time, there was a conspicuous need for From a modest circulation in the...