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<p>Donald R. Lehmann shaped modern marketing, yet existing accounts still leave unresolved the demanding question of what unified intellectual function his work performed for marketing as a discipline. Using a Scopus corpus of 182 documents published from 1972 to 2026, this article conducts a bibliometric analysis and identifies five themes: (1) innovation, new product development, and market adoption, (2) brand equity, customer value, and market performance, (3) marketing effectiveness, meta-analysis, and generalization, (4) consumer behavior, judgment, and preference formation, and (5) customer lifetime value and managerial allocation. A critical reading of these themes reveals an integrated multi-level structure linking consumer judgment, market-facing intervention, market-based asset formation, and firm-level outcomes. The article develops a framework of marketing knowledge integration and shows why contemporary developments heighten the need for the kind of scholarship Lehmann advanced in behaviorally grounded, strategically consequential, and methodologically cumulative marketing research for current and future scholarship alike.</p>

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Donald R. Lehmann’s contribution and legacy in marketing

  • 期刊论文

  • 发表日期：

    2026年7月22日

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  • Naveen Donthu,
  • Weng Marc Lim,
  • Annur Islam Sifat

摘要

Donald R. Lehmann shaped modern marketing, yet existing accounts still leave unresolved the demanding question of what unified intellectual function his work performed for marketing as a discipline. Using a Scopus corpus of 182 documents published from 1972 to 2026, this article conducts a bibliometric analysis and identifies five themes: (1) innovation, new product development, and market adoption, (2) brand equity, customer value, and market performance, (3) marketing effectiveness, meta-analysis, and generalization, (4) consumer behavior, judgment, and preference formation, and (5) customer lifetime value and managerial allocation. A critical reading of these themes reveals an integrated multi-level structure linking consumer judgment, market-facing intervention, market-based asset formation, and firm-level outcomes. The article develops a framework of marketing knowledge integration and shows why contemporary developments heighten the need for the kind of scholarship Lehmann advanced in behaviorally grounded, strategically consequential, and methodologically cumulative marketing research for current and future scholarship alike.