Marketing Ideas: How to Write Research Articles that Readers Understand and Cite
Abstract
Academia is a marketplace of ideas. Just as firms market their products with packaging and advertising, scholars market their ideas with writing. Even the best ideas will make an impact only if others understand and build on them. Why, then, is academic writing often difficult to understand? In two experiments and a text analysis of 1,640 articles in premier marketing journals, this research shows that scholars write unclearly in part because...
Paper Details
Title
Marketing Ideas: How to Write Research Articles that Readers Understand and Cite
Published Date
May 7, 2021
Journal
Volume
85
Issue
5
Pages
42 - 57
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