Viewpoint – After 50 years of IJMR, the state of marketing

Malcolm McDonald
Cranfield University School of Management

Now it is a strange thing, but things that are good to have and days that are good to spend are soon told about and not much to listen to, while things that are uncomfortable, palpitating and even gruesome, may make a good tale and take a deal of telling anyway.

(Tolkien 1995/1937)

Perhaps there is some point to all the intellectual whingeing about the state of marketing, as the following very brief review of the three major players in our domain will reveal. (For a fully referenced, double-blind reviewed paper, see 'Marketing existential malpractice and an etherised discipline: a soteriological comment, Journal of Marketing Management (McDonald & Wilson 2004).) Even the tongue-in-cheek title reveals the depths of the views of a longstanding Professor of Marketing about the state of our profession!