Entwicklungslinien der quantitativen Marketingforschung im deutschsprachigen Raum

This article defines the field of quantitative marketing focusing on a research paradigm that prevailed in the second third of the 20th century, especially in the Anglo-American countries. In doing so, we deal with developments that have occurred - with some time delay - in German-speaking universities in this filed. We perceive the active participation of German-speaking academics in international conferences as well as the opening of scholarly journals to an international authorship using English as a connecting "lingua franca" as a key driver of change. In our evaluation, in the second decade of this century, a significant number of German-speaking scientists (and at an increasing rate) established themselves in the global, relevant cutting-edge research community. This is proven by a bibliometric analysis of publications of German-language provenance, which we carry out for those periodicals that we consider to be top international journals in the subject area defined above, and to which we contrast the development in German-language media.