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Journal of Consumer Marketing is a journal written by practitioners, consultants and marketing academics and is edited for marketers who desire further insight into how people behave as consumers worldwide. Consumption is a key element of much of human behaviour. Understanding consumer behaviour is the key to creating effective marketing strategies. We are committed to publishing not only research, but cases, new concepts and/or practices, as well as commentary which reflect personal opinion. JCM seeks to blend both theory and practice.
The bases of an article may be research, but research is not the only basis for an article. Cases, concepts and industry reviews and practices may be put forth with equal acceptability. In addition, we have provided a section for Commentary, which need be little more than personal opinion.
Each article should contain:
Consumers are fickle, demanding and capricious, changing attitudes, spending patterns and needs just when you think you've got them worked out. Keeping abreast of these sea changes, which can wreck or precipitate months of planning, is essential if you are to maintain and increase corporate profitability and professional credibility - and keep ahead of the competition. The journal offers incisive and authoritative material on all aspects of marketing to consumers to help professionals devise appropriate sales initiatives.
Written by acknowledged experts in the field, this journal makes an invaluable companion in an aggressive marketing world. It helps you to determine when you need a new idea, and when you simply need a new application, and offers invaluable practical guidance that can create the spark of inspiration that will outwit your competitors - and delight your prospects and customers.
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Journal of Consumer Marketing is available as part of an online subscription to the Emerald Marketing eJournals Collection. For more information, please email firstname.lastname@example.org or visit the Emerald Marketing eJournals Collection page.
This journal is a member of and subscribes to the
principles of the Committee on Publication Ethics.