A new Journal of Marketing study examines decades of marketing research to reveal a number of ways that scholars can better address the challenges marketers currently face.

Read an in-depth recap of this research here: https://www.ama.org/2023/10/24/marketing-research-is-too-narrow-how-the-field-must-change-to-keep-producing-relevant-timely-knowledge/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231196122

Reference: Bastian Kindermann, Daniel Wentzel, David Antons, and Torsten-Oliver Salge, “Conceptual Contributions in Marketing Scholarship: Patterns, Mechanisms, and Rebalancing Options,” Journal of Marketing.

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: marketing theory, innovation, scholarship, academia, research

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠University FM

Marketing Research is Too Narrow: How the Field Must Change to Keep Producing Relevant, Timely Knowledge