Marketing Models
Detailed Course Outline and Reading List

Course Introduction - January 15


Historical Perspectives

Text Chapter 1 – “The History of Marketing Science: Beginnings,” by Scott A. Neslin and Russell S. Winer.

Wilkie, William D. and Elizabeth Moore (2003), “Scholarly Research in Marketing: Exploring the “4 Eras” of Thought Development,” Journal of Public Policy and Marketing, 22(2), 116-46.  Best Paper JPPM 2003.

Theory Construction

Bagozzi, Richard P. (1984), “A Prospectus for Theory Construction in Marketing,” Journal of Marketing, 48 (1), 11-29. 1984 Harold H. Maynard Award.


Moorthy, K. S. (1993), “Theoretical Models in Marketing, Journal of Marketing, (2), 92-106.


Yadav, Manjit S. (2010), “The Decline of Conceptual Articles and Implications for Knowledge Development,” Journal of Marketing, 74 (1), 1-19. 2010 Harold H. Maynard Award.

Empirical Generalization

Henssens, Dominique M. (2015), Empirical Generalizations about Marketing Impact, p. 1-6.


Bass, Frank (1993), “The Future of Research in Marketing:  Marketing Science,” Journal of Marketing Research, (1), 1-6.

Optional: Rigor and Relevance

Shugan, S. (2003), “Defining Interesting Research Problems,” Marketing Science, 22 (1), 1-15.  Editorial.


Reibstein, David J., George Day and Jerry Wind (2009), “Guest Editorial:  Is Marketing Academia Losing Its Way?” Journal of Marketing, 73 (4), 1-3.

Looking Ahead: Research Topic Selection

During the early weeks of the course, you should spend some time selecting a research topic of interest.  It may be helpful to review upcoming course topics and readings to obtain some ideas.  You may also find it necessary to read widely to identify a research topic that interests you.  Then, you should be able to narrow your focus and read in more depth. You should identify the readings appropriate for your work by considering (1) your research topic interests (2) discussions (as appropriate) with faculty in your department (3) discussions with the course instructor.  It may be helpful to think about the following questions:

  1. What is the research topic on which you wish to focus?  What are the tentative research questions/issues that you wish to address?  What is “new” about this topic?

  2. What are some of the key theories, constructs and models in this research domain?

  3. What are the three most “important” articles you have identified in your research to date?  Why are they important?

Prepare a two to three-page (double-spaced) memo summarizing your progress (to date) on your upcoming Literature Review. The memo should define the research topic that you wish to focus on and (tentative) research questions/issues that you wish to address. The memo should not include an extensive list of references.  However, you may wish to identify one or two key articles that have provoked your interest in this topic.  You are asked to schedule (at least) two meetings with the instructor to discuss your memo.  These meetings can be scheduled at any mutually convenient time.  However, one meeting must take place prior to January 29, and one meeting must take place after submission of the memo.