The Journal of Marketing highly values research rooted in marketing questions and problems experienced by key stakeholders. While some of the papers we receive have a healthy dose of this quality, many do not. We write this editorial because we see even greater opportunity for the field if we stay even closer to the “natural habitat” of marketing, marketing ecosystems, and the marketplace—what we refer to as the “real world” of marketing throughout the remainder of this editorial. By doing so, the field can access new lines of inquiry and fresh ideas that emerge from turning to marketing problems, practices, and critiques for inspiration. Opportunities include capturing data that reflect the reality of the marketplace, as well as using models and metrics that offer a more transparent view of the impact of our findings—whether dollars earned, behaviors changed, or lives saved. We worry that if we drift from the real world, the field may gravitate toward the study of small problems of little consequence, negating the important role that marketing can play in the world. Staying close to the real world is an important guardrail that can prevent such pitfalls and guide our discipline to a more influential future.

中文翻译：

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现实检查：将生态价值渗透到学术营销研究中

在市场营销杂志扎根于主要利益相关者所遇到的营销问题和问题的高度重视研究。尽管我们收到的某些论文具有这种质量的健康剂量，但许多论文却没有。我们之所以写这篇社论，是因为如果我们与营销，营销生态系统和市场的“自然栖息地”保持更近的距离，我们会看到该领域更大的机会，在剩下的时间里，我们将其称为营销的“真实世界”这篇社论。通过这样做，该领域可以访问新的查询领域和新想法，这些想法和新想法是从转向营销问题，实践和评论以寻求灵感而产生的。机会包括捕获反映市场现实的数据，以及使用模型和指标提供更透明的视图，以了解我们的发现所产生的影响，无论是所赚的钱，行为改变，或挽救了生命。我们担心，如果我们偏离现实世界，该领域可能会倾向于研究后果不大的小问题，而忽略了营销在世界上可能发挥的重要作用。与现实世界保持密切联系是重要的护栏，可以防止此类陷阱，并指导我们的学科发展到更具影响力的未来。