MARKETING LETTERS

Scope & Guideline

Advancing marketing knowledge through innovative research.

Introduction

Welcome to the MARKETING LETTERS 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 MARKETING LETTERS, 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
ISSN0923-0645
PublisherSPRINGER
Support Open AccessNo
CountryUnited States
TypeJournal
Convergefrom 1989 to 2024
AbbreviationMARKET LETT / Mark. Lett.
Frequency4 issues/year
Time To First Decision-
Time To Acceptance-
Acceptance Rate-
Home Page-
AddressVAN GODEWIJCKSTRAAT 30, 3311 GZ DORDRECHT, NETHERLANDS

Aims and Scopes

The journal 'Marketing Letters' focuses on advancing the understanding of marketing practices and consumer behavior through concise and impactful research findings. It emphasizes innovative methodologies and interdisciplinary approaches to address contemporary marketing challenges.
  1. Consumer Behavior Insights:
    The journal explores various aspects of consumer behavior, including decision-making processes, preferences, and emotional influences on purchasing.
  2. Marketing Strategy and Management:
    Research on marketing strategies, including brand management, advertising effectiveness, and the role of marketing in organizational performance.
  3. Technological Impact on Marketing:
    Examining the influence of emerging technologies such as AI, blockchain, and social media on marketing practices and consumer interactions.
  4. Cultural and Societal Influences:
    Investigating how cultural, social, and economic factors shape consumer perceptions and marketing strategies across different regions.
  5. Sustainability and Ethical Marketing:
    Addressing the growing importance of sustainability in marketing practices and consumer expectations around ethical behaviors.
The journal 'Marketing Letters' has seen a shift in its focus towards several emerging themes, reflecting the evolving landscape of marketing research and consumer behavior. This section outlines the topics that have gained prominence in recent publications.
  1. Impact of AI and Automation:
    Research on the implications of artificial intelligence and automation in marketing strategies, consumer interactions, and decision-making processes is increasingly prevalent.
  2. Consumer Privacy and Data Protection:
    With growing concerns about data privacy, studies focusing on consumer empowerment, data control, and the ethical implications of data usage are becoming more common.
  3. Sustainability in Marketing:
    There is a notable increase in research exploring sustainability practices within marketing, reflecting consumer demand for responsible business practices and ethical consumption.
  4. Digital and Social Media Marketing:
    The exploration of digital marketing strategies, particularly on social media platforms, is a rising trend, emphasizing engagement, content virality, and consumer interactions online.
  5. Emotional and Psychological Factors in Marketing:
    An emerging emphasis on understanding the emotional and psychological influences on consumer behavior is shaping new research directions, including how emotions affect purchasing decisions.

Declining or Waning

While 'Marketing Letters' has consistently covered a broad range of topics, certain themes appear to be losing traction over time. This section highlights areas that have seen a decline in frequency or emphasis in recent publications.
  1. Traditional Advertising Effectiveness:
    Research focusing on the effectiveness of traditional advertising methods has decreased, as the journal shifts towards digital and innovative marketing strategies.
  2. Static Consumer Demographics:
    There is a waning focus on static demographic factors in consumer research, with a move towards dynamic and situational influences on consumer behavior.
  3. Nostalgia Marketing:
    Although nostalgia remains a relevant theme, its specific exploration in marketing strategies has diminished as newer concepts gain prominence.
  4. Influence of Celebrity Endorsements:
    Research on celebrity endorsements is becoming less prevalent, possibly due to the rise of influencer marketing and the changing landscape of brand partnerships.
  5. Conventional Market Segmentation:
    The traditional approaches to market segmentation are being overshadowed by more nuanced and data-driven methods, reducing their presence in recent studies.

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