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The methodologies of the marketing literature: mechanics, uses and craft

Author

Listed:
  • Terry Clark

    (Southern Illinois University)

  • Thomas Martin Key

    (University of Colorado)

Abstract

Of the three scholastic modes with which to develop ideas and create knowledge in research: logic, empirics, and the literature, the latter is perhaps one of the least understood and studied. This paper is a first-of-its-kind delve into what the literature is, how it is used, and its impact as a foundation for theory and conceptual work in the discipline of marketing. We create a novel approach that provides a framework to understand the way literature functions in the research process and expose the hidden mechanics of how it creates and ties together various forms of meaning through what we call, citation-based reasoning. It is through this lens that we conclude with insights for how a deeper understanding of the literature can stoke continued impact in the marketing discipline, especially for theory building and conceptual development.

Suggested Citation

  • Terry Clark & Thomas Martin Key, 2021. "The methodologies of the marketing literature: mechanics, uses and craft," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 416-431, December.
    • Handle: RePEc:spr:amsrev:v:11:y:2021:i:3:d:10.1007_s13162-021-00210-2
    DOI: 10.1007/s13162-021-00210-2
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    References listed on IDEAS

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    Cited by:

    1. Terry Clark & Thomas Martin Key & Carol Azab, 2022. "Marketing as an emergent discipline: Commentary on Shelby Hunt’s final contribution to our field," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 157-161, December.

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