Marketing and operations research – a literature survey

Over the last decades the quantitative research based on Operations Research and Management Science (OR/MS) approaches has become one of the leading research paradigms in marketing. The aim of this article is to give the reader of this special issue an overview of recent publications in OR/MS based marketing research. Its basis is a literature review of quantitative marketing publications with OR/MS orientation in the leading journals of marketing and management. The review reveals general differences in the quantity of the publications and the domain of research between those journals published in English and those in German. The review also provides an overview of research publications during the recent years and shows possible future trends in quantitative marketing research.