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Book part
Publication date: 1 February 2007

Ruth N. Bolton and Crina O. Tarasi

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Review of Marketing Research
Type: Book
ISBN: 978-0-7656-1306-6

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Book part
Publication date: 1 February 2007

Naresh K. Malhotra

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Review of Marketing Research
Type: Book
ISBN: 978-0-7656-1306-6

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Book part
Publication date: 1 August 2017

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Qualitative Consumer Research
Type: Book
ISBN: 978-1-78714-491-0

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Book part
Publication date: 3 July 2018

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Innovation and Strategy
Type: Book
ISBN: 978-1-78754-828-2

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Book part
Publication date: 27 June 2016

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Marketing in and for a Sustainable Society
Type: Book
ISBN: 978-1-78635-282-8

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Article
Publication date: 21 August 2017

Ruth N. Bolton

My goal is to describe my life in marketing over more than 36 years and to help readers better understand (from my personal perspective) the history of marketing. I also…

Abstract

Purpose

My goal is to describe my life in marketing over more than 36 years and to help readers better understand (from my personal perspective) the history of marketing. I also aim to lift the curtain on some aspects of service within the marketing community.

Design/methodology/approach

This paper is an autobiographical sketch. It describes some key moments in my career, as well as describing how my most cited articles came to be written. It emphasizes the contextual factors at work in different periods, so readers can better understand how and why my research evolved in certain ways. I aim to convey the nature and variety of career experiences that were (and are) open to marketing academics. I discuss my experiences at the Journal of Marketing and the Marketing Science Institute.

Findings

Marketing changed rapidly between 1974 and 2017. Although change can be uncomfortable, I urge marketers to seek exposure to new ideas and practices; they are essential to learning and growth. Unexpected opportunities will come along and an alert individual can learn much from them. My time in industry was a learning experience for me. There are many kinds of interesting and successful careers.

Practical implications

The marketing field advances, not by the work of a single individual, but from the accumulated work of the entire marketing community. Everyone has a role to play. I encourage each individual to look for ways to contribute. I offer thoughts on how to build a research career based on my own experience.

Social implications

My thoughts may shed some light on the experiences of a woman academic and the globalization of marketing academia between 1974 and 2017.

Originality/value

My hope is that this paper contributes to a better understanding of the history of marketing, when it is considered together with other articles on this topic. It may also be useful to people who are embarking upon a career, as well as those seeking to understand the work of earlier marketing scholars.

Details

Journal of Historical Research in Marketing, vol. 9 no. 3
Type: Research Article
ISSN: 1755-750X

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Book part
Publication date: 2 September 2014

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Shopper Marketing and the Role of In-Store Marketing
Type: Book
ISBN: 978-1-78441-001-8

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Book part
Publication date: 13 June 2013

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Review of Marketing Research
Type: Book
ISBN: 978-1-78190-761-0

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Book part
Publication date: 2 May 2015

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Brand Meaning Management
Type: Book
ISBN: 978-1-78441-932-5

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Book part
Publication date: 25 June 2012

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Special Issue – Toward a Better Understanding of the Role of Value in Markets and Marketing
Type: Book
ISBN: 978-1-78052-913-4

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