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• 2006The ordering of marketing theory: the influence of McCarthyism and the Cold War108 cited
• 1985Metatheory and Metamethodology in Marketing: A Lakatosian Reconstruction65 cited
• 2001Robert Bartels and the History of Marketing Thought51 cited
• 2002Customer orientation: construction and validation of the CUSTOR scale51 cited
• 1997Marketing science in a postmodern world: introduction to the special issue50 cited
• 2011Position and potential of service-dominant logic - Evaluated in an ‘ism’ frame for further development48 cited
• 1990Historical Research in Marketing: Retrospect and Prospect47 cited
• 2011Scientific marketing management and the emergence of the ethical marketing concept43 cited
• 2013Theoretical developments in industrial marketing management: Multidisciplinary perspectives39 cited
• 2009An evaluation of artistic influences on marketing theory and practice27 cited
• 2005A tipologia do método do caso em administração: usos e aplicações26 cited
• 2015The Concept of “Value” in the Theory of Marketing26 cited
• 1994Marketing science: Where's the beef?25 cited
• 2020Predicting consumers’ choices in the age of the internet, AI, and almost perfect tracking: Some things change, the key challenges do not