Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/324732 
Year of Publication: 
2023
Citation: 
[Journal:] Research Journal for Applied Management (RJAM) [ISSN:] 2701-6633 [Volume:] 4 [Issue:] 1 [Year:] 2023 [Pages:] 89-132
Publisher: 
BoD – Books on Demand GmbH, Norderstedt
Abstract: 
This paper analyses five decades of research published in the journals of JAMS and AMS review (AMSR). The authors used a Latent Dirichlet Allocation (LDA) algorithm for unsupervised topic modeling. By conducting a content analysis (CA), the authors study the relationships between the research streams of marketing evolved during the four eras of the field's progress. A multiple correspondence analysis (MCA) was drawn to validate the mapping between the digitized keywords drawn from 1913 research articles with the topic labels and terms resulting from our LDA analysis. Finally, some future directions and the needed stream of literature is presented, whereupon a path towards reinvigorating marketing in era-V could be proposed. The authors suggest another possible solution to Hunt's call, hence instead of focusing on a re-institutionalization, wherein marketing may go backwards, it must focus on essential research themes of the future
Subjects: 
Marketing history
literature review
JAMS
AMS Review
multiple correspondence analysis
content analysis
ranking
marketing evolution
re-institutionalization
Latent-Dirichlet-Allocation
Unsuper-vised-topic-modeling-algorithms
Document Type: 
Article

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