Understanding the trends of marketing research and its future directions

What is it about?

The purpose of this paper is to understand the scholarly contributions to the field of marketing by analyzing top ten journals of marketing.

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Why is it important?

This analysis will help researchers in understanding the growth in the field of the marketing in recent years and possible direction it could take in future. However, this paper considered only top ten marketing journals as listed in SciMago marketing journal list; therefore, future researchers may incorporate more research journals to get a clearer picture of the field of marketing.

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