Focus & Scope
Focus and Scope
Focus:
Mercatura: Journal of Marketing is committed to advancing the understanding and practice of marketing by publishing research that provides new insights into marketing strategy, consumer behavior, data analytics, and communications. The journal emphasizes the importance of ethical and sustainable marketing, as well as innovations in the rapidly evolving digital marketing environment.
Scope:
The journal covers a wide range of topics in marketing, including but not limited to:
- Consumer Behavior: How individuals make decisions to allocate resources (time, money, effort) on consumption-related products or services.
- Marketing Strategy: Development, implementation, and evaluation of strategies to achieve organizational marketing goals.
- Digital Marketing and Social Media: Research on the role and influence of digital platforms and social media in marketing campaigns and consumer behavior.
- Brand and Positioning Management: Strategies for building and managing brand identity and competitive positioning.
- International Marketing: Challenges and strategies in marketing products or services globally.
- Marketing Data Analytics and Big Data: Application of analytics and big data techniques to understand market trends, consumer behavior, and opportunities.
- Ethics and Sustainable Marketing: Ethical issues in marketing and strategies that support environmental and social sustainability.
- Product Innovation and Development: Research on innovation processes, new product development, and product lifecycle management.
- Marketing Communication and Advertising: Principles and practices of marketing communications, including advertising, sales promotion, and public relations.
- Service Marketing: Strategies and challenges unique to marketing in the service sector.
