Marketing Intelligence & Planning
Scope & Guideline
Navigating the Future of Marketing with Intelligence
Introduction
Aims and Scopes
- Consumer Behavior Analysis:
The journal publishes research that investigates consumer behavior, including factors influencing purchase intentions, brand loyalty, and the impact of social media on consumer attitudes. - Digital Marketing Innovations:
A significant focus is placed on the exploration of digital marketing tools and strategies, including the use of artificial intelligence, gamification, and social media marketing to enhance consumer engagement and brand performance. - Sustainability and Ethical Marketing:
Research on sustainable marketing practices and corporate social responsibility (CSR) is prominent, examining how these elements influence consumer attitudes and business performance. - Brand Management and Equity:
The journal covers studies related to brand equity, positioning, and management strategies, aiming to understand how brands can effectively engage consumers and enhance loyalty. - Marketing Strategy and Performance:
Papers often explore the relationship between marketing strategies and firm performance, including the impact of marketing agility, innovation orientation, and strategic marketing approaches. - Emerging Technologies in Marketing:
The journal highlights the role of emerging technologies, such as augmented reality and virtual influencers, in shaping marketing practices and consumer experiences.
Trending and Emerging
- Artificial Intelligence and Automation:
There is a growing body of research examining the impact of AI and automation on marketing effectiveness, consumer engagement, and the evolving role of marketers in a technology-driven landscape. - Sustainability and Green Marketing:
An increasing focus on sustainability and ethical consumerism is evident, with studies exploring how green marketing strategies influence consumer behaviors and brand perceptions. - Influencer and Social Media Marketing:
Research on the effectiveness of influencer marketing and social media strategies has surged, highlighting their role in shaping consumer behavior and brand interactions. - Consumer Engagement in Digital Environments:
Emerging studies are dedicated to understanding consumer engagement in digital platforms, including the effects of gamification, interactive content, and personalized marketing. - Cross-Cultural Marketing Dynamics:
There is an expanding interest in cross-cultural marketing strategies, as researchers explore how cultural differences influence consumer behavior and marketing effectiveness globally.
Declining or Waning
- Traditional Marketing Techniques:
Research focusing on conventional marketing strategies, such as print advertising and face-to-face sales, has decreased as digital and innovative marketing approaches gain traction. - Single-Channel Marketing:
Papers exploring marketing strategies limited to single channels are becoming less frequent, as the focus shifts towards omnichannel strategies that integrate various consumer touchpoints. - Static Market Research Methods:
The use of traditional market research methodologies, such as surveys and focus groups, is declining in favor of more dynamic approaches that leverage big data analytics and real-time consumer insights. - B2B Marketing Exclusivity:
Research exclusively focused on B2B marketing dynamics has diminished, with a growing interest in the interplay between B2B and B2C strategies in hybrid marketing contexts. - Geographical Limitations in Marketing Studies:
Studies that are confined to specific geographical contexts are becoming less common, as researchers increasingly adopt a global perspective to understand marketing phenomena.
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