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Journal of Marketing 

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Established in 1936, Journal of Marketing has been the recognized leader in its field for more than seven decades. JM is positioned as the premier, broad-based, scholarly journal of the marketing discipline that focuses on substantive issues in marketing and marketing management.

Print ISSN: 0022-2429; Online ISSN: 1547-7185 Frequency: Bimonthly; Current Volume: 73   

CURRENT ISSUE | ANNOUNCEMENTS | JM IN THE NEWS | JM BLOG | MARKETINGPOWER


INSIDE THE JULY ISSUE:

The Worth of Product Placement in Successful Films: An Event Study Analysis
Michael A. Wiles & Anna Danielova

In this article, the authors examine the economic worth of 126 product placements in successful films in 2002, using an event study analysis. To be included in the sample, the film had to earn at least $20 million dollars during its opening weekend. Thirty-one films released in 2002 had opening weekend grosses above this amount, and of these films, 24 contained placements for products in which the product’s name was visibly legible on screen or audibly mentioned in the film. The results from the event study reveals an average abnormal return of .89% for these firms during the film’s opening. This indicates that product placement in a successful film is associated with positive movements in firm stock prices. These results provide the first empirical evidence for managers regarding the value of product placement in successful films.

View July 2009 Table of Contents 


ANNOUNCEMENTS

Plan Now for AMA’s Summer Marketing Educators’ Conference
Now is the time to plan for AMA’s Summer Educators’ Conference, which will be held August 7–10, 2009, at the Chicago Marriott Downtown. Please join your colleagues at the Meet the Editors session, which will be held on Saturday, August 8, from 3:30 to 5:00 p.m.

Click here for further information on the conference.
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Emerald Management Reviews Citation of Excellence

"Private-label Use and Store Loyalty" by Kusum L. Ailawadi, Koen Pauwels, & Jan-Benedict E.M. Steenkamp, published in Journal of Marketing, Volume 72, Number 6, has been selected as one of the 50 best articles published in 2008 in management and has therefore won an Emerald Management Reviews Citation of Excellence. The full text of the article is available here.

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2008 JM Awards

Ellen Garbarino and Mark S. Johnson are the recipients of the 2008 Sheth Foundation/Journal of Marketing Award for their article “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships,” which appeared in the April 1999 issue.

Robert Palmatier has been selected as the recipient of the 2008 Harold H. Maynard Award for his article “Interfirm Relational Drivers of Customer Value which appeared in the July 2008 issue.

Joseph Johnson and Gerard J. Tellis have been selected as the recipients of the 2008 MSI/H. Paul Root Award for their article "Drivers of Success for Market Entry into India and China,” which appeared in the May 2008 issue.

View the full announcement, including the other finalists.


"Breaking Through Fast-Forwarding: Brand Information and Visual Attention" S. Adam Brasel & James Gips

Are traditional television advertisements less effective when we see them in fast forward? Authors Brasel and Gips’ research explores how viewers perceive fast-forwarded advertisements in the age of digital video recorders. A series of studies indicate that heavy branding is still effective even when a 30-second spot is condensed into less than 1.5 seconds. Their fascinating study has garnered quite a bit of attention. Check out this piece called "Watch the Watchers" from The Economist.

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"Does Academic Research Help or Hurt MBA Programs?" Debanjan Mitra & Peter Golder.

Outstanding research can bolster the credentials of a physics or biology program but can published research have a similar impact on MBA programs? Mitra and Golder’s article concludes that there is in fact a “significant short-term effect” when it comes to the impact academic research can have on the perception of a particular MBA program. CNN.com’s Peter Walker covers Mitra and Golder’s findings in his article “Research Brings Rewards,”


BLOG: JOURNAL OF MARKETING

Visit our blog and join the discussion on a variety of topics related to JM and the field.

NEW ON MARKETING POWER 

MarketingPower now allows you to rate what you’ve read. Log into the site (top right corner) to rate articles using our gold star method. Even better, we invite you to share your wisest remarks with your fellow JM readers in the comments section. This functionality is available on any recent Executive Summary and Biography page. To give it a try, read "Product Innovations, Advertising, and Stock Returns," from the January 2009 issue and post your thoughts.

PLEASE NOTE: This functionality is only available to AMA members.

 

For more than seven decades, Journal of Marketing, established in 1936, has been the recognized leader in its field. Journal of Marketing is positioned as the premier, broad-based, scholarly journal of the marketing discipline that focuses on substantive issues in marketing and marketing management.

AMA Editorial Policy | Editorial Statement & Goals

Articles in Journal of Marketing are peer reviewed by an experienced and highly respected editorial review board, guaranteeing thought-provoking, in-depth articles that cover the marketing arena. The journal is designed to bridge the gap between theory and application. The journal is widely circulated with a diverse readership that includes both practitioners and academics, including leading scholars who work in universities, profit and nonprofit organizations, and government institutions. It is read internationally by marketers in education, manufacturing, finance, health care, and other industries.

By design, Journal of Marketing publishes articles on a variety of topics contributing to the advancement of the science and/or practice of marketing. As a literature-based scholarly journal, Journal of Marketing is committed to publishing a broad spectrum of conceptual and empirical articles that make a new theoretical and/or substantive contribution to the field.

Articles in Journal of Marketing furnish information on marketing needs and trends that:

  • demonstrate new techniques for solutions to marketing problems.
  • review those trends and developments by reporting research.
  • contribute generalizable, validated findings.
  • present new ideas, theories, and illustrations of marketing thought and practice.

Articles in Journal of Marketing concentrate on marketing needs and trends that demonstrate new techniques for solutions to marketing problems, review those trends and developments by reporting research, contribute generalizable and validated findings, and present new ideas, theories, and illustrations of marketing thought and practice. The information on each of the pages listed below is designed to help our potential authors submit their best work to JM.


Manuscript Central: Allows authors to submit manuscripts through a multi-step online submission process. Be sure to carefully read the guidelines prior to submission.


Submission Guidelines: Formatting requirements necessary for properly preparing a manuscript for submission to JM.

Accepted Manuscript Guidelines: Outlines how to compile and submit final files for an unconditionally accepted article.


AMA Editorial Policy
:
Indicates when manuscripts are and are not eligible for consideration based on conflict of interest, etc.

Editorial Statement & Goals: Addresses the type of content JM seeks to publish.

Suggestions for Authors: Important advice for authors to consider prior to submission.

FAQ – Frequently asked questions from submitting authors.


Appeals Process: Criteria for determining grounds for an appeal of a decision and instructions for submitting an appeal.

Policy on Previously Rejected Manuscripts: Important information regarding resubmission of previously rejected manuscripts.

Visit our blog and join the discussion on a variety of topics related to JM and the field.


Awards: View current and previous recipients of JM's Harold H. Maynard Award, Marketing Science Institute/H. Paul Root Award, and Sheth Foundation/Journal of Marketing Award.


Visit the Academic Resource Center (ARC) for content devoted to the needs of marketing educators and doctoral students. The ARC features course materials, research tools, information on conferences and events, and other items of interest to the academic community.


Most-Cited JM Articles: View a list of JM’s most-cited articles from 2001 to the present.

 
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