Where are we and where are we going?: The status and future of research in marketing

Purpose - The paper strives to assess the current status of research in marketing. Design/methodology/approach - The paper examines statistics showing the current position of market area studies. The paper also looks at the range of supply and demand factors affecting the quality and volume of research in marketing. Findings - The paper argues that there is a range of extrinsic factors that affect in some way how research in marketing is undertaken, how it is perceived more widely and the form of its output. Research in marketing also has its own internal drivers that reflect in particular the current position of its knowledge base, and the manner in which those engaged in research perceive research potential. Finally, on the basis of the analysis the paper suggests some practical means of enhancing research in marketing. Originality/value - This is important in identifying areas of concern that can be addressed in order to enhance the status of marketing. © Emerald Group Publishing Limited.