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Despite the diversity of all those involved within the marketing discipline, all have a stake in maximizing the advancement of marketing knowledge. Without a specific analysis it is difficult to reflect on where a field has been or where it might be heading. The purpose of this chapter is to examine who and what marketing scholars have been researching over the period 1977–2002 using content analysis. This chapter provides longitudinal benchmarking of the “inputs” (authors and institutions) and “outputs” (articles) examining the marketing literature in the four major marketing journals: the Journal of Marketing, the Journal of Marketing Research, the Journal of Consumer Research, and the Journal of the Academy of Marketing Science.