Editorial Statement and Policies | Journal of Marketing

Editorial Statement

Journal of Marketing (JM), a bimonthly publication of the American Marketing Association (AMA), is one of the premier refereed scholarly journals of the marketing discipline. Since its founding in 1936, JM has played a significant role in the dissemination of marketing knowledge grounded in scholarly research, as well as in shaping the content and boundaries of the discipline.

Two AMA objectives have a direct bearing on the publication policies of JM: (1) to lead in the development, dissemination, and implementation of marketing concepts, practice, and information and (2) to probe and promote the use of marketing concepts by business, not-for-profit, and other institutions for the betterment of society.​

Editorial Objectives

The editorial objectives of JM are (1) to advance the science and practice of marketing (to make a difference by adding to what we know about marketing phenomena and changing how we study and practice marketing) and (2) to serve as a bridge between the scholarly and the practical, each of which has a vital stake in what's happening on the other side.

Positioning of Journal of Marketing

Every discipline needs a broad-based journal that can serve as a vehicle for the publication of papers that have the potential to make a significant contribution to knowledge in any area of marketing. JM is positioned as the premier, broad-based, scholarly journal of the marketing discipline, focusing on substantive issues in marketing and marketing management.

The target audience for JM articles are thoughtful marketing academicians and practitioners. The word "thoughtful" in the statement of target audience has important implications. It implies that the reader, whether academician or practitioner, is knowledgeable about the state of the art of the topic areas covered in JM.

Implications of Goals and Positioning for Editorial Content

By design, JM publishes articles on a variety of topics that contribute to the advancement of the science and/or practice of marketing. However, in accordance with the formal policies established by the Board of Directors of the AMA regarding the nature of articles appropriate for publication in JM and its sister publication Journal of Marketing Research, articles whose primary focus is on marketing research methodology and/or models will not be considered for publication in JM. Methodological aspects published in JM articles serve to support the contribution to marketing knowledge but are not the central feature of articles published in JM. Authors are encouraged to submit such articles to Journal of Marketing Research for review and publication consideration. In addition, manuscripts whose primary focus is on general management issues, rather than marketing issues, will not be considered for publication in JM.

Given JM's positioning as a broad-based journal of the discipline and a readership composed of heterogeneous groups of academics and practitioners with diverse substantive areas of interest and philosophical orientations, JM cannot devote a disproportionate amount of space to any one area. The mix of articles published in any issue of JM will vary markedly in their orientation, level of sophistication, nature of contribution to the field, and segment appeal.

Appropriate Editorial Content

As a literature-based scholarly journal, JM is committed to publishing a broad spectrum of conceptual and empirical articles that make a new theoretical and/or substantive contribution to the field. The following is a partial list of the nature of articles appropriate for submission to the journal for review and publication consideration:

  • Articles focusing on any substantive area that falls within the field of marketing, addressing problems or issues deemed significant by one or more of JM's constituencies. 
  • Articles providing critical syntheses and reviews of relevant areas within marketing. 
  • Articles reporting generalizable empirical findings. 
  • Articles focusing on neglected areas of marketing. 
  • Articles that critically reexamine existing concepts and theories in marketing. 
  • Articles focusing on important forces, events, and trends affecting the present and future of marketing. 
  • Articles that provide insights into emerging and evolving concepts and theories in marketing. 
  • Articles that lead the discipline and push marketing into new frontiers. 
  • Articles that have the potential to stimulate further research and, by doing so, alter the nature and scope of marketing's foundation. 
  • Articles focusing on substantive areas characterized by a dearth of research, emerging and evolving areas that might potentially affect the boundaries and frontier of the discipline, and areas that currently lack a theory base but constitute substantive issues that merit serious inquiry by marketing scholars. 
  • Articles integrating concepts from allied disciplines such as economics, strategic management, finance, accounting, organizational behavior, sociology, psychology, and anthropology into marketing.

Previously Rejected Manuscripts and Appealing a Decision​
Policy on Rejected Manuscripts
A manuscript previously rejected by the Journal of Marketing will not be reconsidered by JM and thus should not be resubmitted to JM. (Previously rejected manuscripts include those whose rejection decisions were appealed unsuccessfully.) A revised version of a previously rejected manuscript should also not be resubmitted to JM.

How and When to Appeal a Journal of Marketing Decision:
No review process is perfect, which means that occasionally a review decision is in error.  The purpose of an appeal process is to provide authors with an opportunity to overturn reviewing errors.

The following guidelines may be useful in determining when to appeal a review decision.

  • Do not appeal the decision if your primary disagreement is with the judgment of the editor or reviewers. For example, if they think that the paper is not important, that it represents an inadequate contribution to the literature, or that the methods used are inappropriate, those issues are matters of judgment, and they are not grounds for appeal.

  • Do not appeal if you think you have addressed the reviewers' and/or editor's) comments, but they do not.

  • Do not appeal if you think the reviewers are mostly positive toward the paper, and thus the decision is unfair.

  • Do appeal if you believe that the decision resulted primarily from a technical error on the reviewers' (or editor's) part, and you can conclusively demonstrate that an error was made.

  • Do appeal if the primary reason for the reject decision, as given in the decision letter from the editor, can be clearly and unambiguously refuted.

If you wish to appeal the decision on the manuscript, you should send a letter of appeal to the editor at the Journal of Marketing office, at jom@ama.org. The appeal must be filed within three months of receiving the final decision letter. The letter of appeal should be two pages or less, in Word or PDF form, and should have three parts:

  • The specific error that was made by the editor and/or reviewers.

  • Evidence from the decision letter that this particular error was the difference between the paper being rejected and not rejected.

  • Conclusive evidence that the specific error identified was, in fact, an error. 

The editor will review the letter of appeal and will respond with a decision about whether to accept or reject the appeal.  The editor's decision is final.  If an author submits an appeal that is subsequently rejected, that author forfeits the opportunity to submit any new appeals for the duration of the editor's term. If the appeal is accepted, the editor will decide on an appropriate disposition of the manuscript, which may be to accept or conditionally accept the manuscript, to request further revision, or to solicit an additional review. ​​​​​

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