Marketing Intelligence & Planning

Scope & Guideline

Bridging Theory and Practice in Marketing Excellence

Introduction

Welcome to your portal for understanding Marketing Intelligence & Planning, featuring guidelines for its aims and scope. Our guidelines cover trending and emerging topics, identifying the forefront of research. Additionally, we track declining topics, offering insights into areas experiencing reduced scholarly attention. Key highlights include highly cited topics and recently published papers, curated within these guidelines to assist you in navigating influential academic dialogues.
LanguageEnglish
ISSN0263-4503
PublisherEMERALD GROUP PUBLISHING LTD
Support Open AccessNo
CountryUnited Kingdom
TypeJournal
Convergefrom 1983 to 2024
AbbreviationMARK INTELL PLAN / Mark. Intell. Plan.
Frequency7 issues/year
Time To First Decision-
Time To Acceptance-
Acceptance Rate-
Home Page-
AddressFloor 5, Northspring 21-23 Wellington Street, Leeds, W YORKSHIRE LS1 4DL, ENGLAND

Aims and Scopes

Marketing Intelligence & Planning focuses on advancing the understanding of marketing practices and strategies through empirical research and theoretical contributions. The journal emphasizes a multidisciplinary approach, integrating insights from psychology, sociology, economics, and technology to address contemporary marketing challenges.
  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.
  6. 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.
Recent trends in Marketing Intelligence & Planning reflect the journal's responsiveness to contemporary marketing challenges and innovations. Emerging themes indicate a shift towards integrating technology and sustainability into marketing practices.
  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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

As Marketing Intelligence & Planning continues to evolve, certain themes have shown a decline in prominence in recent publications. These waning scopes reflect shifting research priorities and changing market dynamics.
  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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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