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Marketing Theory


eISSN: 1741301X | ISSN: 14705931 | Current volume: 24 | Current issue: 1 Frequency: Quarterly

Marketing Theory provides a fully peer-reviewed specialised academic medium and main reference for the development and dissemination of alternative and critical perspectives on marketing theory.

There are a growing number of researchers and management practitioners who believe that conventional marketing theory is often ill-suited to the challenges of the modern business environment. Marketing Theory creates a high quality, specialist outlet for management and social scientists who are committed to developing and reformulating marketing as an academic discipline by critically analysing existing theory.

"I received a copy of Marketing Theory, Vol. 1, No. 1, and I read your article "Are Current Research Approaches in Marketing Leading Us Astray?" Great article. We should insist that it be read in every Ph.D. marketing class on methods."
Philip Kotler, Kellogg Graduate School of Management, Northwestern University, USA

This journal is a member of the Committee on Publication Ethics (COPE)

Marketing Theory provides a fully peer reviewed specialised academic medium and main reference for the development and dissemination of alternative and critical perspectives on marketing theory.

A growing number of researchers and management practitioners who believe that conventional marketing theory is often ill suited to the challenges of the modern business environment. The aim of Marketing Theory is to create a high quality, specialist outlet for management and social scientists who are committed to developing and reformulating marketing as an academic discipline by critically analysing existing theory. The journal promotes an ethos that is explicitly theory driven; international in scope and vision; open, reflexive, imaginative and critical; and interdisciplinary.

Focus on Theory
The journal encompasses theoretical, methodological and substantive debates and developments in marketing theory. Marketing Theory publishes articles covering different aspects of theory, including strategy, consumer behaviour, new product development and more. Research that builds on different methodological and disciplinary positions is particularly welcome. It is not the intention to promote any particular research or normative position. Both conceptual and empirical papers are equally encouraged. The editors particularly encourage contributions from academics at the start of their career as a positive strategy to create more interest in theory among new generations of the marketing academy.

Themes
The journal is not limited to specific areas of marketing but covers the whole range of marketing issues.

Editors-in-Chief
Rohit Varman University of Birmingham, UK
Finola Kerrigan University of Birmingham, UK
Andreas Chatzidakis Royal Holloway, University of London, UK
Associate Editors
Rachel Ashman University of Liverpool, UK
Janice Denegri-Knott Bournemouth University, UK
James Fitchett University of Leicester, UK
Suvi Nenonen University of Auckland, New Zealand
Per Skålén Karlstad University, Sweden
Media Editor
Olga Kravets Royal Holloway, University of London, UK
Book Review Editor
Robert Cluley University of Birmingham, UK
Advisory Editorial Board
Luis Araujo University of Manchester, UK
Rod Brodie University of Auckland, New Zealand
David Crockett University of Illinois Chicago, USA
Guliz Ger Bilkent University, Turkey
Evert Gummesson Stockholm University, Sweden
Morris B Holbrook Columbia University, USA
Pauline Maclaran Royal Holloway University of London, UK
Liz Parsons University of Liverpool, UK
Michael Saren University of Birmingham, UK
Editorial Board
Samuleson Appau University of Melbourne, Australia
Rachel Ashman University of Liverpool, UK
Alan Bradshaw Royal Holloway University of London, UK
Stephen Brown University of Ulster, UK
Benedetta Cappellini University of Durham, UK
Vassilis Charitsis Brunel University London, UK
Robert Cluley University of Birmingham, UK
Franck Cochoy University of Toulouse II, France
Bernard Cova Euromed Marseilles, France
Daniele Dalli University of Pisa, Italy
Andrea Davies De Montfort University, Leicester, UK
Nick Ellis University of Durham, UK
Bernardo Figueiredo RMIT University, Australia
A. Fuat Firat University of Texas - Pan American, USA
Susan Fournier Questrom School of Business, USA
Yiannis Gabriel University of Bath, UK
Christina Goulding University of Birmingham, UK
Kathy Hamilton University of Strathclyde, UK
Marcus Wilcox Hemais Pontifícia Universidade Católica do Rio de Janeiro, Brazil
Paul Hewer University of Strathclyde, UK
Tim Hill University of Bath, UK
Elif Izberk-Bilgin University of Michigan-Dearburn, USA
Aliakbar Jafari University of Strathclyde, UK
Brian Jones Quinnipiac University, USA
Eminegul Karababa Middle East Technical University Chloe Preece, ESCP Europe, UK
Hans Kjellberg Stockholm School of Economics, Sweden
Gretchen Larsen University of Durham, UK
Chris Miles Bournemouth University, UK
Susanna Molander Stockholm University, Sweden
Elizabeth Nixon University of Nottingham, UK
Stephanie O'Donohoe University of Edinburgh, UK
Lisa O'Malley University of Limerick, Ireland
Giorgos Patsiaouras University of Leicester, UK
Anthony Patterson University of Lancaster, UK
Jaqueline Pels Universidad Torcuato di Tella, Argentina
Chloe Preece ESCP Europe, UK
Andrea Prothero University College Dublin, Ireland
Thomas Robinson Bayes Business School, UK
Pilar Rojas-Gaviria University of Birmingham, UK
Özlem Sandikci Istanbul Sehir University, Turkey
Jonathan Schroeder Rochester Institute of Technology, USA
Avi Shankar University of Bath, UK
Per Skålén Karlstad University, Sweden
Lorna Stevens University of Bath, UK
Peter Svensson Lund University, Sweden
Mark Tadajewski York University, UK
Ekant Veer University of Canterbury, New Zealand
Terence H. Witkowski California State University, Long Beach, USA
Niklas Woermann University of Southern Denmark, Denmark
Detlev Zwick York University, Canada
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