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.‚Äč

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.

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