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The Journal of Marketing bridges the gap between theory and application by providing thought-provoking, in-depth articles on vital aspects of the marketing industry.

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V. Kumar

Georgia State University
Editor in Chief
Editors' Perspectives - V. Kumar on the Journal of Marketing

The Journal of Marketing Research delves into the latest thinking in marketing research concepts, methods and applications, from a broad range of scholars.

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Rajdeep Grewal Robert Meyer

University of North Carolina at Chapel Hill

Editor in Chief
Editors' Perspectives - Rajdeep Grewal on the Journal of Marketing Research

The Journal of International Marketing features scholarly and managerially relevant articles that bridge the gap between theory and practice for marketing scholars and senior- and mid-level marketing positions.

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Constantine S. Katsikea Costas

University of Leeds

Editor in Chief

The Journal of Public Policy & Marketing is a forum for understanding the nexus of marketing and public policy, with each issue featuring a wide-range of topics, including, but not limited to, ecology, ethics and social responsibility, nutrition and health, regulation and deregulation, security and privacy.

Current Issue | Past Issues | About the Journal | Awards & Press

David W. Stewart

Loyola Marymount University

Editor in Chief
Editors' Perspectives - David Stewart on the Journal of Public Policy & Marketing

AMA members may order additional subscriptions at a reduced cost.
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Marketing Legends Video Series

The Marketing Legends program is designed to honor exceptional marketing people within that community and create a repository of educational content to inspire students, scholars, and managers.

Article Snapshots from the AMA Journals

Seller Beware: How Bundling Affects Valuation
The effect of bundling on valuation is asymmetric: Consumers demand more compensation for the loss of items from bundles, compared to the loss of the same items in isolation, yet offer lower willingness-to-pay for items added to bundles, compared to the same items purchased separately.
Building Agent-Based Decision Support Systems for Word-of-Mouth Programs
We describe how to build a social analytic tool that examines a network of customers to identify the customers that are most appropriate to target with incentives to encourage conversion.
The Jilting Effect: Antecedents, Mechanisms, and Consequences for Preference
The research reveals that that when people experience a jilt—that is, they expect to receive something extremely attractive but their hopes are dashed—the experience of the jilt drives people to no longer be content with the status quo and instead to seek out new and different alternatives.
Interpreting the Stock Returns to New Product Announcements: How the Past Shapes Investors’ Expectations of the Future
We show that investors can form expectations about the future innovation output of a firm based on the firm's past actions, which can cause an ex-ante increase in stock prices and a smaller ex-post market reaction when an actual new product is announced.
The Self-Expressive Customization of a Product Can Improve Performance
This research demonstrates that the self-expressive customization of a product can improve performance on tasks performed using the customized product.
Can Offline Stores Drive Online Sales
Understand how a brand's online and offline stores interact: They are substitutes as distribution channels but complements as communication channels
The Rise of the Sharing Economy: Estimating the Impact of Airbnb on the Hotel Industry
The sharing economy has recently emerged as a disruptive force in long-established service industries and new research shows how established providers may be able to navigate marketing strategies.
TV Channel Search and Commercial Breaks
This paper investigates how viewers search alternative channels during the commercial breaks of their current channels and the implications for channels in terms of how to manage the timing of breaks strategically.
Salesperson Solution Involvement and Sales Performance: The Contingent Role of Supplier Firm and Customer-Supplier Relationship Characteristics
Salesperson solution involvement comprises a set of activities, which enact the four relational processes inherent in customer solutions, and which are systematically linked to increases in both subjective and objective, time-lagged metrics of sales performance.
The Dynamic Interplay between Recorded Music and Live Concerts: The Role of Piracy, Unbundling and Artist Characteristics
For music artists, concerts and recorded music stimulate each other, but the effect is asymmetric and it depends on technological advancements and artist characteristics.
Return on Engagement Initiatives (RoEI): A Study of a Business-to-Business Mobile App
Firms employ engagement initiatives to facilitate customer interactions and foster emotional bonds with customers. This research shows how a business-to-business mobile app provides a new avenue to achieve engagement and increase sales.
Relative Strategic Emphasis and Firm Idiosyncratic Risk: The Moderating Role of Relative Performance and Demand Instability
New research investigates the association between a firm's relative strategic emphasis and idiosyncratic risk which may aid executives in allocating resources to advertising and R&D.
Group Marketing: Theory, Mechanisms, and Dynamics
Enabled by technology customers are organizing into groups more than ever before and these groups have strong and pervasive effects on the purchase decisions and behaviors of their members that firm's can strategically guide through group marketing.
Assessing the Societal Impact of Research: The Relational Engagement Approach
A group of researchers offer a proposal for a relational engagement approach to doing research with high impact that works with external stakeholders in a process of co-learning.
The Joint Effects of Ex Ante Contractual Completeness and Ex Post Governance on Compliance in Franchised Marketing Channels
A franchisee's compliance depends on the joint impact of its franchisor's efforts to manage it and its franchise contract.

Academic Resource Center

Article Snapshots from the AMA Journals

Seller Beware: How Bundling Affects Valuation

Building Agent-Based Decision Support Systems for Word-of-Mouth Programs

The Jilting Effect: Antecedents, Mechanisms, and Consequences for Preference

Interpreting the Stock Returns to New Product Announcements: How the Past Shapes Investors’ Expectations of the Future

The Self-Expressive Customization of a Product Can Improve Performance

Can Offline Stores Drive Online Sales

The Rise of the Sharing Economy: Estimating the Impact of Airbnb on the Hotel Industry

TV Channel Search and Commercial Breaks

Salesperson Solution Involvement and Sales Performance: The Contingent Role of Supplier Firm and Customer-Supplier Relationship Characteristics

The Dynamic Interplay between Recorded Music and Live Concerts: The Role of Piracy, Unbundling and Artist Characteristics

Return on Engagement Initiatives (RoEI): A Study of a Business-to-Business Mobile App

Relative Strategic Emphasis and Firm Idiosyncratic Risk: The Moderating Role of Relative Performance and Demand Instability

Group Marketing: Theory, Mechanisms, and Dynamics

Assessing the Societal Impact of Research: The Relational Engagement Approach

The Joint Effects of Ex Ante Contractual Completeness and Ex Post Governance on Compliance in Franchised Marketing Channels

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