Foundations and Trends in Marketing
Scope & Guideline
Transforming Marketing Understanding Through Rigorous Scholarship
Introduction
Aims and Scopes
- Causal Inference in Marketing:
The journal focuses on methods for establishing causality within marketing contexts, emphasizing rigorous statistical techniques and frameworks that enhance the understanding of marketing effectiveness. - Integration of Artificial Intelligence:
There is a significant focus on incorporating artificial intelligence in marketing research, exploring how AI can influence consumer behavior, marketing strategies, and decision-making processes. - Consumer Behavior Analysis:
The journal aims to deepen the understanding of consumer behavior through various lenses, including psychological, social, and cultural factors that influence purchasing decisions. - Data-Driven Insights:
Leveraging big data and analytics is a core theme, with research exploring how data from online search, social media, and other digital platforms can inform marketing strategies and improve performance. - Innovations in Marketing:
The journal covers the adoption and diffusion of innovations within marketing, analyzing how new technologies and methodologies can reshape the marketing landscape. - Interdisciplinary Approaches:
The journal promotes interdisciplinary research, integrating insights from fields such as psychology, economics, and sociology to provide a holistic view of marketing phenomena.
Trending and Emerging
- Artificial Intelligence Applications:
There is a growing trend towards exploring the applications of artificial intelligence in marketing, particularly in understanding consumer behavior and enhancing marketing strategies. - Mobile Marketing Trends:
The rise of mobile marketing has become a focal point, with research increasingly examining the impact of mobile technologies on consumer engagement and marketing effectiveness. - Ethics and Consumer Empowerment:
Emerging discussions around privacy and consumer empowerment in online advertising highlight the importance of ethical considerations in marketing practices, reflecting societal concerns about data usage. - Social Media Analytics:
Research on social media analytics is gaining traction, focusing on how social media data can be harnessed for marketing insights and strategic decision-making. - Healthcare Marketing Perspectives:
An emerging theme is the application of marketing principles to healthcare, indicating a broader view of marketing's relevance in various sectors beyond traditional consumer goods.
Declining or Waning
- Traditional Marketing Theories:
There seems to be a waning interest in traditional marketing theories, which are being overshadowed by more contemporary approaches that incorporate technology and data analytics. - Career Reflections and Academic Pathways:
The frequency of papers focused on personal career reflections and academic pathways has diminished, indicating a shift towards more empirical and application-oriented research. - General Marketing Principles:
Broad discussions on marketing principles without specific applications or methodologies are becoming less common, as the journal increasingly prioritizes research that offers actionable insights and empirical findings.
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