The four faces of commodification in the development of marketing knowledge

Article Abstract:

The marketing of marketing knowledge as if it was a commodity could lead to a degradation and dilution of the value of such knowledge, but the use of commodification is widespread in all contemporary academic marketing fields. The production of marketing knowledge is being corrupted by some aspects of commodification, such as the excessive power of reviewers at the major marketing publications, the financial incentives that motivate marketing research funding and the publishing of academic textbooks aimed at the mass market.

Analysis

The commodification of marketing knowledge: it's not enough to count the numbers

Article Abstract:

It is said that the reason for the lack of new ideas in the leading marketing journals is because of the reward rules that govern marketing academics. The financial incentives associated with publication may override the more important issue of whether new marketing knowledge is gained from academic research. To overcome these problems and increase the number of new and innovative marketing works, the marketing journals should revise their evaluation procedures to allow contributors to focus on fewer, higher-quality papers.

Radical change through rigorous review? A commentary on the commodification of marketing knowledge

Article Abstract:

The so-called commodification of marketing knowledge is said to have been encouraged by the lack of new and innovative ideas and papers being published in marketing journals by marketing academics. If this process is to change, editors must publish more critical works that will help develop new ideas. Another solution may be the launch of new marketing journals where there can be an open debate of all marketing theories.