Narcissus without the mirror: the brazilian publication in marketing area

Abstract

The article analyzes the influence of the Brazilian scientific publication in the marketing area for the academic production of marketing in Brazil. A total of 272 articles published during the nineties in the main Brazilian journals were observed. The variables of investigation were the subject, number of authors, authors’ academic institution, total number of citations, total number of citations from journals, besides the number of citations from international and Brazilian journals in each published article of that period. After the analysis of 5,883 bibliographical references, was verified that the Brazilian scientific publication in the marketing area has not been serving as a reference for the academic production of the area itself. This reveals that, although considerable references exist about the Brazilian managerial empiric reality in the ambit of the journals, the Brazilian scholars have been relegating such references as sources for their researches.