Journal of Marketing Theory and Practice

Scope & Guideline

Connecting academic rigor with practical marketing solutions.

Introduction

Welcome to the Journal of Marketing Theory and Practice information hub, where our guidelines provide a wealth of knowledge about the journal’s focus and academic contributions. This page includes an extensive look at the aims and scope of Journal of Marketing Theory and Practice, highlighting trending and emerging areas of study. We also examine declining topics to offer insight into academic interest shifts. Our curated list of highly cited topics and recent publications is part of our effort to guide scholars, using these guidelines to stay ahead in their research endeavors.
LanguageEnglish
ISSN1069-6679
PublisherROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
Support Open AccessNo
CountryUnited Kingdom
TypeJournal
Convergefrom 2005 to 2024
AbbreviationJ MARKET THEORY PRAC / J. Market. Theory Pract.
Frequency4 issues/year
Time To First Decision-
Time To Acceptance-
Acceptance Rate-
Home Page-
Address2-4 PARK SQUARE, MILTON PARK, ABINGDON OX14 4RN, OXON, ENGLAND

Aims and Scopes

The Journal of Marketing Theory and Practice focuses on advancing the understanding and application of marketing theories and practices across various domains. It aims to bridge the gap between academic research and real-world marketing strategies, providing insights that enhance both theoretical frameworks and practical applications.
  1. Consumer Behavior Analysis:
    The journal emphasizes studies on consumer behavior, exploring motivations, decision-making processes, and emotional factors that influence purchasing decisions.
  2. Innovative Marketing Strategies:
    It covers research on innovative marketing strategies, including the utilization of technology, such as AI and social media, to enhance customer engagement and brand loyalty.
  3. Brand Management and Authenticity:
    The journal frequently addresses issues related to brand management, including brand authenticity, brand hate, and the effects of branding on consumer perceptions.
  4. Evolving Marketing Practices:
    Research on the evolution of marketing practices, particularly in response to changing consumer expectations and technological advancements, is a core focus.
  5. Ethics and Social Responsibility in Marketing:
    The journal examines the ethical implications of marketing practices and the role of corporate social responsibility (CSR) in shaping consumer perceptions and brand reputation.
  6. Quantitative and Qualitative Methodologies:
    It supports the use of both quantitative and qualitative research methodologies, encouraging rigorous analysis and diverse approaches to marketing research.
Recent publications in the Journal of Marketing Theory and Practice reveal several emerging themes that reflect current trends in marketing research and practice. These themes highlight the journal's responsiveness to contemporary marketing challenges and innovations.
  1. Digital Marketing and AI Integration:
    There is a growing focus on the integration of artificial intelligence in marketing practices, exploring how AI tools enhance customer experiences and optimize marketing strategies.
  2. Consumer Empowerment and Engagement:
    Research on consumer empowerment, engagement, and the role of user-generated content is trending, emphasizing the importance of active consumer participation in brand narratives.
  3. Sustainability and Ethical Marketing:
    An increasing number of studies are addressing sustainability and ethical considerations in marketing, reflecting a heightened consumer awareness and demand for responsible marketing practices.
  4. Experiential and Multi-Sensory Marketing:
    Emerging studies are investigating the impact of multi-sensory marketing strategies and experiential branding, particularly in digital environments like the Metaverse.
  5. Influencer Marketing Dynamics:
    Research into the dynamics of influencer marketing, including its effectiveness and ethical implications, is gaining traction as brands increasingly rely on influencers to reach target audiences.

Declining or Waning

While the Journal of Marketing Theory and Practice continues to explore a wide variety of themes, some areas have shown signs of declining interest over recent years. This section highlights these waning themes, indicating a shift in research focus.
  1. Traditional Advertising Techniques:
    There has been a noticeable decline in research focused on traditional advertising methods, as the emphasis has shifted towards digital and influencer marketing strategies due to changing consumer behaviors.
  2. Basic Consumer Demographics Studies:
    Research that solely focuses on demographic analyses without exploring deeper psychological or behavioral insights has become less prominent, as researchers are now more interested in the motivations and experiences of consumers.
  3. Static Brand Positioning:
    Studies that advocate for static brand positioning strategies are less common, reflecting a movement towards dynamic and adaptable branding approaches that respond to market changes.
  4. Conventional Market Research Techniques:
    There is a waning interest in conventional market research techniques that do not integrate modern analytical tools or consumer engagement methods, as the field increasingly values innovative and data-driven approaches.

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