Michael J. Baker: reflections on a career in marketing

Abstract

Purpose

The purpose of this paper is to summarize highlights of a career as a marketing practitioner/academic extending for a period of more than 50 years.

Design/methodology/approach

The paper takes an autobiographical approach.

Findings

In common with other professional disciplines, the practice of marketing calls for the understanding of an extensive body of knowledge derived from prior research and experience and the ability to apply this to current and future issues and problems. The role of an academic is to codify this knowledge, communicate it through teaching and publication, and to add to it through their own original scholarship and research. While a degree of specialisation is to be encouraged, the contribution of individual academics should be based on an evaluation of their overall impact on practice based on all three activities – research, teaching, and “administration/leadership”.

Originality/value

While based on a sample of one, the account illustrates that professional reputation calls for recognition by multiple constituencies using different criteria to assess one's contribution. It is hoped this will encourage younger academics (and those who sit in judgement on them) to look beyond publication in “leading journals” as the sole criterion for success.

Citation

Baker, M.J. (2013), "Michael J. Baker: reflections on a career in marketing", Journal of Historical Research in Marketing, Vol. 5 No. 2, pp. 223-230. https://doi.org/10.1108/17557501311316842