Latest Research


Current Volume: Journal of Marketing 2018
Volume 82, Number 6, November 2018
Volume 82, Number 5, September 2018
Volume 82, Number 4, July 2018​
Volume 82, Number 3, May 2018​​​

Volume 82, Number 2, March 2018​​​
Volume 82, Number 1, January 2018​​

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 News from the Journal

 


V. Kumar, Editor-in-Chief of the Journal of Marketing​ (JM), sat down with the American Marketing Association at Winter AMA 2016 to share a his thoughts on impact, theory, and other topics related to the state of JM as well as scholarly publishing and the peer-review process in general.  (view more here)​

 

 Latest Research from the AMA

 
  • The Sweet Spot in Email Marketing

    How Many Emails Should You Send?

    The Sweet Spot in Email Marketing

    New research investigates how much email is enough.

  • The Costs of Convenient Connections

    The Costs of Convenient Connections

    The Costs of Convenient Connections

    Recent research sheds light on the dilemma consumers consistently find themselves in: the time and attention it takes to understand how their data is used outweighs the immediate gratification of social interaction.

  • Should You Invest in Banner Advertising for Offline Products?

    How Online Can Help Ofline

    Should You Invest in Banner Advertising for Offline Products?

    New research shows why firms whose sales occur mostly offline should invest in online advertising.

  • Online Versus Offline Stores: Synergy or Substitution?

    Online Versus Offline Stores: Synergy or Substitution?

    The brick and mortar stores contribute value to an enterprise - even one steeped in e-commerce. The Journal of Marketing Research offers new perspectives on offline v online stores.

  • Eating a Fast-Food Sandwich Might Actually Help You Lose Weight

    Eating a Fast-Food Sandwich Might Actually Help You Lose Weight

    Consumers tend to think about the future and consume less when they are presented with foods that have been produced sustainably. Food marketers should prominently display food’s sustainable origins. In addition to promoting the social and environmental benefits that are becoming increasingly important to growing numbers of consumers, those very consumers stand to benefit personally.

  • What’s the Value of a Like? How to Use Facebook and Other Social Media Effectively

    What’s the Value of a Like? How to Use Facebook and Other Social Media Effectively

    A field experiment showed that getting customers to like a Facebook page can positively impact offline customer behavior. This impact is driven by better reaching customers with promotional and information messages; it is not due to online conversations customers have related to the brand.


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