JOURNAL OF MARKETING

Scope & Guideline

Advancing Knowledge in Marketing, Business, and Econometrics.

Introduction

Welcome to the JOURNAL OF MARKETING 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, 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
ISSN0022-2429
PublisherSAGE PUBLICATIONS INC
Support Open AccessNo
CountryUnited States
TypeJournal
Converge1969, 1971, 1973, 1977, from 1979 to 1981, from 1996 to 2024
AbbreviationJ MARKETING / J. Mark.
Frequency6 issues/year
Time To First Decision-
Time To Acceptance-
Acceptance Rate-
Home Page-
Address2455 TELLER RD, THOUSAND OAKS, CA 91320

Aims and Scopes

The JOURNAL OF MARKETING focuses on advancing the understanding of marketing theory and practice through rigorous research, offering insights that are relevant to both scholars and practitioners. The journal aims to explore various aspects of marketing, from consumer behavior to brand management and innovative marketing strategies.
  1. Consumer Behavior Analysis:
    The journal emphasizes understanding consumer motivations, perceptions, and behaviors across diverse contexts, allowing for tailored marketing strategies that resonate with target audiences.
  2. Brand Management and Strategy:
    Research on brand equity, brand loyalty, and the dynamics of brand positioning is central, providing insights into how brands can effectively engage consumers and maintain competitive advantage.
  3. Digital Marketing Innovations:
    The exploration of digital marketing tools, platforms, and consumer engagement strategies, particularly in the context of social media, is a significant focus area, reflecting the evolving landscape of marketing in the digital age.
  4. Sustainability and Social Responsibility:
    There is a notable interest in how marketing can contribute to sustainable practices and social responsibility, examining the implications for brand image and consumer engagement.
  5. Marketing Analytics and Research Methodologies:
    The journal highlights the importance of advanced research methodologies, including quantitative and qualitative analyses, to derive actionable insights from marketing data.
  6. Cross-Cultural Marketing:
    Investigating how cultural differences influence consumer behavior and marketing strategies is essential, particularly in a globalized economy.
Recent publications in the JOURNAL OF MARKETING have highlighted several emerging themes that reflect current trends and the evolving landscape of marketing research. These themes indicate a shift towards more integrated, socially responsible, and technology-driven marketing practices.
  1. Impact of Technology on Consumer Engagement:
    Research exploring how emerging technologies such as AI, augmented reality, and social media influencers shape consumer interactions and brand perceptions is gaining traction.
  2. Sustainability and Ethical Marketing:
    There is a rising interest in how marketing can promote sustainability and ethical practices, reflecting consumers' growing expectations for corporate responsibility.
  3. Consumer Experience and Engagement:
    A focus on enhancing consumer experience through personalized marketing, co-creation, and experiential marketing strategies is becoming increasingly important.
  4. Social Media Dynamics:
    The impact of social media on consumer behavior, brand communication, and community building is a rapidly growing area of research.
  5. Diversity and Inclusion in Marketing:
    Research addressing the role of diversity and inclusion in marketing practices is emerging, emphasizing the importance of representation and equity in brand messaging.
  6. Behavioral Economics in Marketing:
    Insights from behavioral economics are increasingly being applied to understand consumer decision-making processes, enhancing the effectiveness of marketing strategies.

Declining or Waning

While the JOURNAL OF MARKETING continues to evolve, certain themes have shown a decline in prominence over recent years. This reflects shifts in both academic focus and practical relevance in the marketing field.
  1. Traditional Advertising Methods:
    As digital channels become increasingly dominant, research related to traditional advertising methods, such as print and television, has decreased in frequency and relevance.
  2. Static Market Segmentation:
    The approach of rigidly categorizing consumers into fixed segments is waning, with more emphasis now placed on dynamic and fluid consumer profiles that adapt to changing behaviors.
  3. Product-Centric Marketing:
    There is a noticeable decline in research focusing solely on product attributes without considering the broader context of consumer experience and engagement.
  4. Longitudinal Studies:
    While longitudinal research provides valuable insights, the frequency of such studies has diminished as researchers lean towards more immediate and actionable findings.
  5. Price Sensitivity Research:
    Research focused narrowly on price sensitivity as a determinant of consumer choice is less prevalent, as marketers increasingly consider holistic value propositions rather than just price.

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