Authors
The Journal of Marketing Research (JMR) is about to have a birthday, and it is a significant one-the big XXX, an event popular culture treats as a symbol of the transition from youth to maturity. Clearly, the body of work contained in JMR's 30 volumes is cause for professional celebration. Bass (1993, p. 2) has provided us with an insightful characterization of the essential features of how research in marketing has evolved over the past three decades:
No takes yet. Share an insight, caveat, or question.
Alvin J. Silk (1993) studied this question.
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: