Journal of Marketing

Journal of Marketing
Title	Journal of Marketing
Discipline	Marketing
Abbreviation	J. Mark.
Publisher	American Marketing Association
Country	United States
Frequency	Monthly
History	1936–present
Impact	10.0
Issn	0022-2429

Journal of Marketing is a peer-reviewed academic journal publishing research on marketing research, consumer behavior, advertising, brand management, and retailing. Established in 1936, it is published by the American Marketing Association and has been edited by leading scholars affiliated with institutions such as Harvard Business School, Stanford Graduate School of Business, University of Pennsylvania, and Northwestern University. The journal bridges scholarship and practice, attracting submissions that engage with topics linked to Kotler, Philip-style frameworks, Porter, Michael E.-inspired competitive analysis, and empirical methods developed in the traditions of Nobel-winning work such as by Daniel Kahneman and Richard Thaler.

History

The journal was founded in 1936 under the auspices of the American Marketing Association during a period of institutional consolidation that included the formation of professional outlets like Harvard Business Review and Journal of Consumer Research. Early editors convened symposia with contributors from Columbia University, University of Chicago, Massachusetts Institute of Technology, and Wharton School to shape agendas around distribution systems evident in case studies involving firms such as General Electric, Procter & Gamble, and Ford Motor Company. Over decades the journal reflected methodological shifts influenced by scholars from Chicago School and Behavioral economics circles, while engaging debates framed by works like The Lean Startup-era innovation studies and Diffusion of Innovations scholarship associated with Everett Rogers. Landmark editorial transitions involved appointments of editors with ties to INSEAD, London Business School, University of Michigan, and Duke University.

Scope and Editorial Focus

The journal emphasizes articles that contribute to theory and practice in areas including consumer psychology linked to researchers such as Daniel Kahneman and Amos Tversky, quantitative models reflecting techniques from Econometrics, and qualitative studies drawing on methods used at Stanford University and University of California, Berkeley. Topical coverage spans brand equity work initiated by practitioners like David A. Aaker, customer relationship management innovations seen at Salesforce, digital topics intersecting with Google, Facebook, and Amazon.com, and retail analyses referencing chains such as Walmart and Target Corporation. The journal encourages cross-disciplinary submissions connecting marketing to fields represented by National Bureau of Economic Research, American Economic Association, Association for Consumer Research, and policy debates involving entities like the Federal Trade Commission.

Publication and Access

Published monthly by the American Marketing Association, the journal distributes print and electronic editions accessed through institutional subscriptions maintained by libraries at Harvard University, Yale University, Oxford University, and University of Tokyo. Authors submit via online systems developed by providers such as ScholarOne or Editorial Manager, and articles appear in numbered volumes and issues indexed in databases including Web of Science, Scopus, EBSCOhost, and JSTOR. Special issues have partnered with conferences like the Academy of Marketing Science Annual Conference, INFORMS Annual Meeting, and symposia hosted by European Marketing Academy. The journal has evolved policies on open access influenced by mandates from funders such as the National Science Foundation and initiatives like Plan S.

Impact and Reception

The journal is widely cited in research appearing at outlets such as Journal of Consumer Research, Marketing Science, Management Science, and Strategic Management Journal, and is frequently referenced in executive summaries from McKinsey & Company, Boston Consulting Group, and Bain & Company. Its impact factor and citation metrics rank it among leading marketing journals alongside Journal of Consumer Psychology and Journal of Marketing Research. Reception among practitioners in organizations such as Coca-Cola Company, PepsiCo, Unilever, and IBM reflects the journal’s influence on product strategy and pricing decisions, while critiques have paralleled debates from scholars in critical management studies and proponents of replication crisis reform influenced by voices at Open Science Framework.

Notable Articles and Contributions

The journal has published influential articles that shaped concepts like brand equity (citing authors associated with David A. Aaker), classic frameworks on market segmentation used in case studies of Procter & Gamble and Ford Motor Company, and empirical pieces leveraging data from firms such as Amazon.com and eBay. Seminal contributions intersect with work by Philip Kotler, Michael Porter, Daniel Kahneman, Richard Thaler, and George A. Akerlof-adjacent research on information asymmetry. Special issues have advanced understanding of digital marketing trends tied to platforms like YouTube and Instagram and regulatory implications discussed with stakeholders such as the Federal Communications Commission and European Commission.

Editorial Board and Peer Review Process

The editorial board comprises scholars from institutions including Columbia University, Yale University, University of Pennsylvania, Northwestern University, University of Chicago, Stanford University, INSEAD, London Business School, and University of Michigan. The peer review process is double-blind or single-blind as determined by editorial policy and mediated through systems like ScholarOne; submissions undergo initial editorial screening followed by external review from reviewers often drawn from members of the American Marketing Association, Association for Consumer Research, Academy of Management, and Institute for Operations Research and the Management Sciences. Decisions range from accept to revise to reject, and the editorial office issues guidelines on data transparency, replication materials, and ethical standards aligned with expectations from organizations such as the Committee on Publication Ethics and funders including the National Institutes of Health.

Category:Marketing journals