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Submission Guidelines | Journal of Marketing

All manuscripts must be submitted online through ScholarOne Manuscripts. Submissions that arrive via mail or e-mail will not be processed for review.

First-time authors will be required to create a ScholarOne Manuscripts user account in order to proceed. Each submission must adhere to the guidelines set forth below; those that do not follow the guidelines will be returned to the author for correction. Review these videos for advice on how to get published. If you have any questions, please contact us at

Review AMA Editorial Policies and Procedures before submitting your manuscript.


Formatting Basics

  • File Types: Word or RTF; if your manuscript was created in LaTex, please upload a PDF.
  • Font: 12 point, Times New Roman
  • Text [Including references]: Double-spaced, left-justified
  • Page Layout: Use 1-inch margins on all sides with page numbers in the upper right corner and no header/footer.
  • Page Maximum: 50 pages, properly formatted and inclusive of title, abstract, keywords, text, references, tables, figures, footnotes, and non-web appendices. The 50-page maximum applies to all stages of the review process and does not include the Statement of Intended Contribution (see details below)​.

Please Note: No Exceptions Will Be Made For Page Length.


JM manuscripts are judged not only on the depth and scope of the ideas presented and their contributions to the field but also on whether they can be read and understood. Readers have varied backgrounds. Thus, the following guidelines should be followed:

  • Write in an interesting, readable manner with varied sentence structure, and use active voice. Use as little passive voice as possible.
  • Avoid using technical terms that few readers are likely to understand. If you use these terms, include definitions. Remember: Journal of Marketing is designed to be read, not deciphered.
  • Keep sentences short so the reader does not get lost before the end of a sentence.

Manuscript Organization

To facilitate the double-blind peer-review process, each submission should be broken into two separate files: (1) Title Page and (2) Main Document. Identifying information should not appear anywhere within the main document file.

FILE 1: Title Page

  1. Title
  2. Author(s) name, title, institution, address, telephone number, and e-mail address
  3. Author(s) note
  4. Acknowledgment
  5. Financial disclosure, if applicable

FILE 2: Main Document

Page 1:

  1. Title
  2. Abstract
  3. Keywords

Page 2 and on, with each new element beginning on its own page:

  1. Statement of intended contribution
  2. Main text
  3. References
  4. Footnotes
  5. Tables
  6. Figures
  7. Appendixes
  8. Web appendixes

Manuscript Components

The title should not exceed 25 words.

The abstract is limited to 200 words and summarizes the key components of the manuscript, offering the reader a sample of the manuscript.

Include 4-5 primary keywords that best suit the topic of the manuscript; these do not necessarily need to match the “Topics/Methods” that are selected in Manuscript Central upon submission.

Statement of Intended Contribution 
(This should be on the second page of the manuscript)
Authors should submit a “Statement of Intended Contribution” that explains how their manuscript offers new insights to JM‘s academic and non-academic stakeholders. in 300 words or less, the statement should address three points: 

  • What is the marketing-relevant research question addressed in your manuscript and how does the research address it?
  • How does your research add to the academic marketing discipline’s existing knowledge on the topic?
  • Which non-academic stakeholder would find value in your manuscripts (e.g. for-profit firms, non-profit organizations, governmental agencies and policy makers, and/or other non-governmental societal stakeholders engaged with marketing)? How might your paper change the thinking and/or behaviors of these stakeholder(s)?

Importantly, this is not a restatement of the abstract, which is meant to offer an overview of the paper and to attract readers. Instead, this statement is written to help the review team better understand the manuscript’s intended contribution. If your manuscript is eventually accepted at JM, this statement will not be published with the paper.

Main Text
Please do not add any headers/footers on each page (other than the page number). Headings are text only (not numbered) and are formatted according to level.

  • PRIMARY HEADING: Centered, title-style capitalization (first letter of each word), and bold, with an extra return before and after.
  • SECONDARY HEADING: Flush left with title-style capitalization (first letter of each word) and in both boldface and italics. You must have at least two sections beginning with a secondary heading; if there is only one, the heading should be excluded.
  • TERTIARY HEADING: Left justified and indented with sentence-style capitalization (first word only) in italics. Punctuate the heading with a period and begin the first line of the same section on the same line. If only one tertiary heading is used, the heading should be excluded.

Mathematical Notations
Equations should be centered on the page. If equations are numbered, type the number in parentheses flush with the left margin. Please avoid using Equation Editor for simple in-line mathematical copy, symbols, and equations. Type these in Word instead, using the “Symbol” function when necessary.

References begin on their own page and are listed in alphabetical order by the first author’s last name. Only references cited within the text are included. All references should be in 12-point font and double-spaced.

See this page for reference style examples.

Footnotes are to be used sparingly and must be concise. Most articles contain no more than 10 footnotes, and each footnote should not exceed 40 words. Format footnotes in plain text, with a superscript number appearing in text and the corresponding note after the reference section.

Tables should not appear within the text but at the end of the document. Each table should be numbered consecutively and submitted on a separate page. Please indicate appropriate table placement in the text (“Insert Table 1 about here”). Tables must be numbered in the order in which they are to appear. 

Figures should not appear within the text but follow any tables. Each figure should be numbered consecutively and submitted on a separate page. Please indicate appropriate figure placement in the text (“Insert Figure 1 about here”). Figures must be numbered in the order in which they are to appear. The term “figure” refers to a variety of material, including line drawings, maps, charts, graphs, diagrams, photos, and Web shots, among others.

The cost of color printing is borne by the authors, so you may consider gray scaling images prior to submission.

If Appendixes are provided, they appear on a new page after the figures. Multiple appendixes are labeled with letters (Appendix A, Appendix B). A single appendix is labeled without letters (Appendix). Multiple appendixes must be numbered in the order in which they are to appear.

Web Appendix
Authors are free to use web appendices to provide a deeper understanding of data, stimuli, or results that cannot fit into the paper and that would be difficult to include in the print version. Web appendices do not count in the 50 page limit. Examples of content for a Web appendix include:​:

  • Analytic proof or derivations that are not central to the substantive contribution of the paper.
  • Detail on experimental of sampling design.
  • Means and correlations of variables for survey work.
  • Results of subsidiary analyses or tests.

Content for the Web appendix should be labeled “Web Appendix” and should appear after any regular appendixes. Multiple Web appendixes should be clearly labeled Appendix W1, Appendix W2, and so on.

Note that there can also be a technical appendix that is part of the paper. To view additional guidelines for Web appendixes, see Accepted Manuscript Guidelines.​​​​​​​​