Marketingliteratur

Marketingliteratur refers to the body of written works that address marketing theory, research, and practice. It encompasses academic articles and monographs, textbooks and handbooks for students and professionals, case studies and teaching materials, as well as industry reports, white papers, trade magazines, and conference proceedings. The literature serves to develop and test theories of market segmentation, consumer behavior, brand management, product development, pricing, distribution, and communication, as well as methods such as market research, data analytics, and experimentation.

Scope and audience: It targets scholars, students, and practitioners seeking evidence-based guidance or conceptual frameworks. In university settings it supports courses in marketing, business administration, and related fields, while practitioners rely on practitioner-oriented publications to inform strategy and operations. Geographic and linguistic variations exist, with substantial bodies of literature in English and German, as well as other languages in regional markets.

Scholarly marketing literature is typically peer-reviewed and aims for methodological rigor, though practitioner-oriented publications may emphasize applicability and timely insights. Classic works and authors—such as Philip Kotler, David Aaker, and Jean-Noël Kapferer—have shaped enduring frameworks on market strategy, branding, and customer value. More recent trends emphasize digital marketing, data-driven decision making, sustainability, and ethics.

Contents and formats: textbooks for education; research articles; review articles; meta-analyses; case studies; industry white papers; online resources and repositories. With the rise of the internet, open-access journals and digital platforms have broadened access, while concerns about quality control and citation practices persist.