A Content analysis of articles published in Journal of the School of Business Administration: Marketing and marketing research (1972-2007)

Zehra Bozbay
1.492 1.295

Abstract


The study examined the trends of marketing articles published in Journal of the School of Business Administration, Istanbul University using content analysis method. The main objective of the study was to identify marketing and marketing research articles published in Journal of the School of Business Administration between years 1972-2007 and to assess publications' contents in order to determine the marketing trends.

The trends and development in marketing were documented by the help of various content categories such as pricing, advertising, product, marketing concept, marketing education, decision-making process, consumer behavior, industrial marketing, modeling, research methodology, international marketing, services marketing and retailing.

The findings of the study indicated that consumer behaviour and research methodology were the main categories of 65 marketing articles conducted during the period. The findings also showed that the number of marketing and marketing research articles published in the journal decreased throughout the years.


Keywords


Marketing Trends, Marketing, Marketing Research, Content Analysis, Journal of the School of Business Administration, Istanbul University

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