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One way to measure the contribution of a journal to a discipline is to compare the number of citations made to that journal in subsequent papers published in its own and related disciplines [6]. Similarly, the number of citations made to articles published in a marketing journal would provide an objective measurement of the journal's use by the scholarly community. This article, based on a general-purpose citation indexing system, illustrates the extent of cross-referencing to the AMA's two journals, the Journal of Marketing and the Journal of Marketing Research. The most important application of the CASPER program is to assist marketing scholars and practitioners in coping with the information explosion. The marketing community, business firms, research organizations, and educational institutions need to review their journal subscription policies with regard to how well their collections are serving their needs [2]. If a marketing library cannot be complete, then it must be selective [8]. Therefore, it becomes essential to develop a means of identifying journals which are most useful to researchers and practitioners. Also, it would be helpful to journal editors and editorial boards to know how well their publication is serving the marketing community. The CASPER approach is not an alternative to readership surveys or other means of evaluating journals, but a method for examining one dimension of a professional journal's impact. It does not provide feedback on the acceptance rate or implementation experiences of marketing concepts by practitioners [8]. However, the results of this study suggest that AMA journals have become an important source of innovative ideas in the literature of marketing and business administration. [ABSTRACT FROM AUTHOR]