Revisit: Marketing’s Greatest Current Challenges


Special issue of Journal of Applied Marketing Theory; Deadline 30 Nov 201


Call for Papers

The Journal of Applied Marketing Theory is pleased to announce a call for papers for a special issue. The issue will be focused on “The Greatest Challenges Currently Facing Marketing.” We see this as a wonderful opportunity to present some of the most important and innovative ideas that will shape the marketing landscape as we move forward. During the March 2018 Annual Meeting of the Association for Marketing Theory and Practice a panel discussion took place discussing the very idea of marketing challenges. It was a lively discussion and one that generated much thought for both academics and practitioners. It is this enthusiasm that we wish to build upon.

The objective of Journal of Applied Marketing Theory is to provide a forum for academic research that advances marketing knowledge as well as present insight for marketing managers. The focus of the journal is the publication of academic research that offers a clear and defined alignment between theory and practice. All papers must be grounded in a solid foundation that provides a logical basis for the managerial recommendations being made. The journal seeks to publish articles that expand our understanding of marketing issues while also providing value to marketing practitioners. In support of this philosophy, we have emphasized that manuscripts published in the journal must provide summaries that present clear transitions from research conclusions to implementation approaches for marketing professionals. All submissions published in this issue will go through a thorough peer review process.

Papers that are empirical, theoretical and conceptual in nature are welcomed. Practitioner oriented papers are particularly welcome. Topics of interest for this special issue include but are not limited to

  • Marketing Myopia in 1960- 2018
  • New directions in services marketing
  • Hospitality and healthcare marketing
  • Bridging academic research with industry needs
  • Has “big data” brought anything new to the table
  • Marketing and social media management
  • Social media and customer service
  • Marketing communications and social media adoption
  • Gen X, Gen Y, millennials, and Gen Z
  • The new consumer and the demise of brick and mortar retailing

This special issue is being edited by Michael McCall, ( Michigan State University and Michael Latta, ( Coastal Carolina University.

Tentative Timeline

Paper due: November 30, 2018.

Papers should be submitted through the JAMT website


and will be blind reviewed by 2 or more expert reviewers.

Final Decision: March 1, 2018