The marketing literature is often classified into first, second, and third-tier journals.

We recommend you to select a couple of papers from the first tier, and make them your guiding “superstar” papers - or, in other words, your “blueprints” for mimicking style and/or method.

Of course, the marketing literature isn’t the only literature you may want to consider. For example, related literature streams from economics, information systems, or data science may become relevant as well. However, keep in mind your thesis will become a “marketing thesis”, and as such, a clear connection to the marketing literature (ideally from the top tier journals) is strongly recommended.