Revisit: Strategic Marketing


Strategic Marketing: New Horizons in Theory and Research, Special issue European J Mar; Deadline 31 Aug 2015


Special Issue: "Strategic marketing: New horizons in theory and research"

Submission deadline: 31 August, 2015

Guest Editors:

  • John M. Rudd, Aston University, UK
  • Matti Jaakkola, Aston University, UK
  • Greg W. Marshall, Rollins College, USA and Aston University, UK
  • Robert E Morgan, Cardiff University, UK

Further details can be found at:

During the past decade or so, there has been a growing imbalance in the marketing literature between work at the tactical marketing level and work at the strategic marketing level and, as a result, managers (and researchers alike) may have a tendency to marginalise, or indeed ignore, important long-term issues. We believe the time is right for the marketing discipline to attract more research that addresses core strategic issues in marketing and we see the future of strategic marketing research as very bright. This is down to two main reasons.

  1. Recent calls have been made from top academics to ramp up marketing’s strategic role and impact on firm performance. For instance, in his agenda-setting piece as incoming editor of the Journal of Marketing, Kumar (2015, p. 4) writes: “The emerging paradigm for marketing seems clear: it must be an integral part of the organization’s decision-making framework.” He also illustrates three central viewpoints (resource-conscious, investment-oriented, and integrative) of marketing and their associated triggers, such as ability to collect individual customer data, advances in technology, changes in media usage patterns, and firm value through customer engagement.
  2. Managerial audiences also show interest in themes within the strategic marketing domain, as indicated in the Marketing Science Institute (MSI) research priorities list for 2014-2016. Managerial interest is also evident from a number of recent contributions in practitioner-focused outlets (e.g., Dawar, 2013; Joshi and Gime´nez, 2014).

Despite a couple of fairly recent review articles on the field of strategic marketing (e.g., Morgan, 2012; Varadarajan, 2010), research opportunities into the future of this research stream are attractively wide open. This EJM special issue welcomes both empirical and theoretical/conceptual contributions that aim to address new research directions in the field of strategic marketing as well as to add important new knowledge to the field. The knowledge may result from adopting concepts or theories from other fields of research, or from creating and explicating novel content specific to this domain.