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18 No. 6, 2006). There has, however, not been an attempt to develop a structure within the discourse on publishing within marketing or to develop a comprehensive structure for business generally. This paper seeks to develop this set of streams (and sub-streams) related to research on publishing. In doing so this work focuses on the research within the marketing domain, although it will also draw on some literature in other business disciplines. This work is not designed to be a comprehensive literature review of all that has been written on publishing within marketing or business, rather it seeks to discern streams in literature of the past 30 years only.
L. F. (2004a), “Evolving to a new dominant logic for marketing”, Journal of Marketing, Vol. 68 No. 1, pp. 1-17. L. F. (2004b), “The four service marketing myths: remnants of a goods-based, manufacturing model”, Journal of Service Research, Vol. 6 No. 4, pp. 324-35. M. W. (1999), “Assessing the quality ranking of the Journal of Advertising, 1986-1997”, Journal of Advertising, Vol. 28 No. 2, pp. 51-70. Scientific identity of “top” journals 399 EBR 20,5 400 Further reading Journal of Consumer Research (2007), The University of Chicago Press, available at: www.
Therefore, we contend that a series of questions might be raised based upon the findings and implications of our examination: (1) Is the predominance of quantitative research designs in the selected “top” research journals appropriate to reflect the broader discipline of marketing? If so, what are the consequences for knowledge and theories? What are the consequences for scholars and practitioners? (2) Should the examined research journals be seen as the “top” ones in the broader discipline of marketing?