Mela, Carl F.; Roos, Jason; Deng, Yiting - In: Marketing Science 32 (2013) 1, pp. 8-18
This paper considers the history of keywords used in <i>Marketing Science</i> to develop insights on the evolution of marketing science. Several findings emerge. First, "pricing" and "game theory" are the most ubiquitous words. More generally, the three C's and four P's predominate, suggesting that...