Journal Of Marketing Theory And Practice: A Retrospective Of 2005-2019

Using bibliometrics, this study provides a comprehensive overview of Journal of Marketing Theory and Practice (JMTP) during 2005-2019. The study finds that JMTP has positioned itself as an important academic source, publishing on several facets in general marketing during the past 15 years. Publications exhibit multi-folded growth, rising from 21 articles in 2005 to 382 articles by 2019. The number of contributing authors grew more than 16 times, while citations to JMTP articles increased by 17 times during the period. Such evidence collectively signifies JMTP's widespread acceptance and rising popularity in academia over the years. Bibliographic coupling analysis classifies JMTP articles into six bibliographic clusters: customer satisfaction and loyalty, customer attitude toward a brand or service, customer engagement, global marketing, personal marketing, and frontline service. As the first retrospection of the journal, this study not only educates and enriches JMTP's global readers and aspiring contributors but also may be useful to its editorial board, as it provides several inputs to navigate the way forward of the journal.