Management: Marketing

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The Journal of Management: Marketing is dedicated to publishing high-quality, peer-reviewed research that advances knowledge and practice in the field of marketing. The journal serves as a platform for innovative theoretical and empirical studies that explore consumer behavior, market dynamics, strategic marketing, and the evolving landscape of digital and global marketing.

Research Areas

The journal targets marketing scholars, practitioners, consultants, and policymakers interested in advancing marketing theory and practice. Contributions that combine rigorous research with practical applications, interdisciplinary approaches, or insights into emerging trends and technologies are especially encouraged.

Consumer behavior and decision-making
Branding, brand management, and brand equity
Marketing strategy and competitive analysis
Digital marketing, social media, and influencer marketing
Market research methodologies and data analytics
Advertising, promotion, and integrated marketing communications
Retailing, e-commerce, and omnichannel marketing
Product development, innovation, and lifecycle management
Pricing strategies and revenue management
Services marketing and customer relationship management (CRM)
International and cross-cultural marketing
Sustainable marketing and corporate social responsibility (CSR)
Marketing ethics and regulatory issues
Behavioral economics and neuromarketing
Marketing in emerging markets and new industries
Market Segmentation and Targeting Methods
Purchase Decision Processes and Consumer Insights
Brand Positioning and Identity Development
Advertising Effectiveness and Campaign Evaluation
Sales Force Management and Sales Strategy
Distribution Channel Design and Logistics
Qualitative and Quantitative Market Research
Predictive Analytics in Marketing
Search Engine Marketing and Optimization
Social Media Metrics and Online Engagement
New Product Development and Go-to-Market Strategies
Service Quality and Customer Satisfaction
Retail Strategy and Consumer Shopping Behaviour
Cross-Cultural and International Market Studies
Integrated Marketing Communications
Customer Relationship Management (CRM)
Loyalty Programs and Retention Strategies
Pricing Strategy and Value Perception
Marketing Ethics and Sustainable Practice
Experiential Marketing Methods
Neuromarketing and Consumer Neuroscience

The scope includes, but is not limited to

Strategic marketing planning and implementation
Consumer behaviour analysis and modelling
Branding, positioning and brand equity research
Advertising, sales promotion and media planning studies
Channel management and distribution strategy
Market research methodologies and insights application
Digital marketing, social media, influencer and content strategy
Product marketing, lifecycle and innovation management
Service marketing and relationship development
Retail marketing and shopper experience research
International marketing strategy and global market entry
Customer experience, engagement and satisfaction measurement
Pricing strategies, value creation and competitive positioning
Sustainability, ethics and corporate social responsibility in marketing
Analytics-driven marketing decision frameworks
CRM systems and customer retention research
Cross-disciplinary and emerging marketing technologies
Empirical studies of marketing effectiveness and outcomes