---
name: journal-of-marketing
description: Use when targeting Journal of Marketing (JM) or deciding whether a marketing manuscript fits this venue. Encodes the journal's fit, framing, method-and-evidence bar, house style, official-submission re-check, and desk-reject heuristics.
---

# Journal of Marketing (journal-of-marketing)

## Journal positioning

JM is the flagship of the American Marketing Association and an FT50 venue, the field's outlet of record for substantive, broad marketing knowledge that changes how scholars and managers think about markets, customers, and marketing strategy. It rewards papers with both theoretical advance and clear managerial relevance — the dominant filter is the "so what for marketing thought and practice" test. Readership spans the whole marketing professoriate plus a managerial audience, so a paper must matter beyond a single method niche or subfield.

This skill is a **fit / venue-selection / re-framing** tool. It does not replace the journal's current official submission guidelines. Before submitting, re-check the live author instructions on the AMA / SAGE site and the submission system.

## When to trigger

- The author names JM (or the AMA / FT50 marketing flagship tier) as the venue.
- A marketing-strategy, customer-management, branding, or market-level paper needs positioning for the broadest, most managerially relevant marketing outlet.
- A method-strong but narrowly framed paper needs re-framing around a substantive marketing contribution and its implications.
- The author needs JM's desk-reject risks and a credible JMR / Marketing Science / JAMS alternative list.

## Scope & topic fit

- Marketing strategy, customer/brand/firm-level outcomes, go-to-market, pricing, channels, advertising, and the marketing–finance interface.
- Substantive phenomena (digital/platform marketing, customer experience, sustainability, salesforce, retailing) framed for broad relevance, not a single technique demonstration.
- Method-pluralistic: modeling, experiments, econometrics, and mixed designs are all welcome when they serve a substantive question.
- Papers whose findings generalize across contexts and inform marketing theory and managerial decisions simultaneously.

## Method & evidence bar

- Substantive contribution first: the question and answer must move marketing knowledge, with method as the means, not the headline.
- Causal or generalizable claims need credible identification or robust, multi-source evidence; correlational "X relates to Y in one dataset" rarely clears the bar.
- Strong managerial implications must be earned by the analysis, not asserted in a closing paragraph.
- Robustness, alternative explanations, and boundary conditions are expected; theory and evidence must be mutually reinforcing.

## Structure & house style

- The front end states the substantive marketing problem, the gap in current understanding, and why both scholars and managers should care.
- A strong JM paper closes with explicit contributions to marketing theory and a substantive "implications for marketers" section that is specific, not generic.
- JM uses a structured abstract and expects a web/online appendix for supplementary analyses and robustness.
- Writing is accessible to a broad marketing readership; jargon and method-internal detail are subordinated to the substantive argument.

## Official-submission checklist

- Before giving submission-ready advice, read `../../resources/source-basis.md` and `../../resources/official-source-map.md`; start from the official source anchors for this journal family, then cite the current journal-specific page you checked.
- Search the live site for "Journal of Marketing submission guidelines / manuscript preparation" and follow the current AMA/SAGE version.
- Re-check the structured-abstract format, word/length limits, anonymization for double-blind review, reference style, and any web-appendix requirement.
- Re-check current data/code transparency, ethics/IRB, pre-registration, and AI-use disclosure policies.
- If the live official instructions conflict with this skill, the official instructions win.

## Pre-submission self-check

- [ ] One sentence stating why this paper matters to both marketing scholars and managers.
- [ ] The contribution is stated as a substantive advance in marketing knowledge, not a method demonstration or a single significant effect.
- [ ] The introduction positions the paper against the most recent JM / top-tier marketing work on the question.
- [ ] Identification, robustness, and boundary conditions meet current standards.
- [ ] Structured abstract, managerial implications, and web appendix match the current JM guide.

## Common desk-reject triggers

- A technically competent paper with no broad substantive marketing contribution ("a study of X in category Y").
- Managerial implications asserted but not supported by the evidence.
- A narrow methods or modeling paper better suited to a specialist venue.
- Weak identification or single-study, single-context findings offered as general marketing knowledge.

## Re-routing decision

- Method/measurement or behavioral-experiment rigor is the headline → `journal-of-marketing-research`.
- Analytical or structural/empirical IO modeling of markets → `marketing-science`.
- Consumer-behavior theory with multi-study process evidence → `journal-of-consumer-research`; consumer-psychology process mechanisms → `journal-of-consumer-psychology`.
- Strong but somewhat narrower marketing-strategy / B2B / relationship work → `journal-of-the-academy-of-marketing-science`.

## Output format

```text
[Fit] High / Medium / Low (one-line reason)
[Target] Journal of Marketing
[Topic tags] <2–3 closest topics>
[Method/evidence] <is the substantive contribution + relevance at JM's bar?>
[Top risk] <the single most likely reason for rejection>
[Official items to re-check] <submission system / structured abstract / length / web appendix / disclosure>
[Re-route suggestion] <if not a fit, a better-matched venue>
```