Marketing Theory

Marketing Theory

2015 Impact Factor: 2.673
2015 Ranking: 26/120 in Business
2016 Release of Journal Citation Reports, Source: 2015 Web of Science Data

Pauline Maclaran Royal Holloway University of London, UK
Andreas Chatzidakis Royal Holloway, University of London, UK
Liz Parsons University of Liverpool, UK
Associate Editors
Luis Araujo University of Manchester, UK
Rod J Brodie University of Auckland, New Zealand
Robin Canniford University of Melbourne, Australia
Janice Denegri-Knott Bournemouth University, UK
James Fitchett University of Leicester, UK

eISSN: 1741301X | ISSN: 14705931 | Current volume: 17 | 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

Electronic Access:

Marketing Theory is available electronically on SAGE Journals Online at

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.

Wide-Ranging Scope
The journal encompasses the full range of key theoretical, methodological and substantive debates and developments in marketing theory, broadly conceived. Marketing Theory publishes articles covering any aspect 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. Literature reviews, theoretical and empirical papers are all 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.

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

Advisory Editorial Board
Gordon R. Foxall University of Cardiff, UK
Evert Gummesson Stockholm University, Sweden
Morris B Holbrook Columbia Business School, United States
Michael Saren University of Leicester, UK
Robin Wensley University of Warwick, UK
Editorial Board
Alan Bradshaw Royal Holloway University of London, UK
Stephen Brown University of Ulster, UK
Les Carlson Clemson University, USA
Sylvie Chetty University of Otago, New Zealand
Robert Cluley University of Nottingham, UK
Franck Cochoy University of Toulouse II, France
Bernard Cova Euromed Marseilles, France
Nicole Coviello Wilfrid Laurier University, Canada
Daniele Dalli University of Pisa, Italy
Peter E Earl University of Queensland, Australia
Nick Ellis University of Durham, UK
A. Fuat Firat University of Texas - Pan American, USA
Susan Fournier Dartmouth University, USA
Yiannis Gabriel University of Bath, UK
Susi Geiger University College Dublin, Ireland
Christina Goulding University of Birmingham, UK
Chris Hackley Royal Holloway, University of London, UK
Lloyd Harris University of Birmingham, UK
Phil Harris University of Chester, UK
Paul Hewer University of Strathclyde
Elizabeth C Hirschman Rutgers University, USA
Margaret Hogg University of Lancaster, UK
Aliakbar Jafari University of Strathclyde
Brian Jones Quinnipiac University, USA
Hans Kjellberg Stockholm School of Economics, Sweden
Olga Kravets Bilkent University, Turkey
Chris Miles Queen Mary University of London, UK
Johanna Moisander Aalto University, Finland
Suvi Nenonen University of Auckland, New Zealand
Elizabeth Nixon University of Nottingham, UK
Stephanie O'Donohoe University of Edinburgh, UK
Lisa O'Malley University of Limerick, Ireland
John O'Shaughnessy Columbia University, USA
Anthony Patterson University of Liverpool, UK
Jaqueline Pels Universidad Torcuato di Tella, Argentina
Andrea Prothero University College Dublin, Ireland
Özlem Sandikci Istanbul Sehir University, Turkey
Jonathan Schroeder Rochester Institute of Technology, USA
Avi Shankar University of Bath, UK
Stan Shapiro Simon Fraser University, Burnaby, Canada
Byron Sharp University of South Australia, Australia
Per Skålén Karlstad University, Sweden
Lorna Stevens University of Westminster, UK
Peter Svensson Lund University, Sweden
Mark Tadajewski Durham University, UK
Richard Varey University of Waikato, New Zealand
Ekant Veer University of Canterbury, New Zealand
Alladi Venkatesh University of California, Irvine, USA
Ian Wilkinson University of Sydney, Australia
Terence H. Witkowski California State University, Long Beach
Niklas Woermann University of Southern Denmark, Denmark
Louise Young University of Western Sydney, Australia
Detlev Zwick York University, Canada
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    1. Article types
    2. Editorial Policies
      2.1 Peer review policy
      2.2 Authorship
      2.3 Acknowledgments
      2.4 Funding
      2.5 Declaration of conflicting interests
    3. Publishing Policies
      3.1 Publication Ethics
      3.2 Contributor's publishing agreement
      3.3 Open Access and author archiving
      3.4 Permissions
    4. Preparing your manuscript
      4.1 Word processing formats
      4.2 Artwork, figures and other graphics
      4.3 Supplementary material
      4.4 Journal layout
      4.5 Reference style
      4.6 English language editing services
    5. Submitting your manuscript
      5.1 How to submit your manuscript
      5.2 Title, keywords and abstracts
      5.3 Corresponding author contact details
    6. On acceptance and publication
      6.1 SAGE Production
      6.2 Access to your published article
      6.3 Online First publication
    7. Further Information

    There are no fees payable to submit or publish in this journal.

    Please read the guidelines below then visit the Journal’s submission site to upload your manuscript. Please note that manuscripts not conforming to these guidelines may be returned.

    Only manuscripts of sufficient quality that meet the aims and scope of Marketing Theory will be reviewed.

    As part of the submission process you will be required to warrant that you are submitting your original work, that you have the rights in the work, that you are submitting the work for first publication in the Journal and that it is not being considered for publication elsewhere and has not already been published elsewhere, and that you have obtained and can supply all necessary permissions for the reproduction of any copyright works not owned by you.

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    1. Article types

    The journal publishes theory papers and speculative essays, review articles and theoretically grounded methodology and empirical articles. Thematic symposia (typically comprising 3 or 4 papers) on a particular theme will be published from time to time.

    Articles should be written in English and should not have been published nor be currently under review elsewhere. Marketing Theory will consider papers that have been published elsewhere in languages other than English, if they are submitted with an accompanying English translation.

    Full papers should be 8000 words in length (including references) with shorter 'think pieces' of between 2,000 and 3,000 words.

    In the tradition of the journal a 'think piece' should offer an alternative critical viewpoint on an existing debate. It might also introduce a new perspective on how we might theorise marketplace activity (perhaps from a different discipline) with the aim of generating further conversation and debate.

    Abstract: All papers require an abstract of 100-150 words and five to eight keywords. Abstracts should be typed double-spaced on a separate sheet at the beginning of the manuscript

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    2. Editorial policies

    2.1 Peer review policy

    Marketing Theory adheres to a rigorous double-blind reviewing policy in which the identity of both the reviewer and author are always concealed from both parties.

    Marketing Theory makes every effort to match papers with referees of appropriate theoretical backgrounds. Where the subject of a paper is interdisciplinary it may be sent to reviewer outside of the marketing academy. Referees are encouraged to provide prompt and constructive critiques of papers, and, where revision is required, to highlight potential avenues for further development.

    The journal aims to keep contributors informed of the progress of their submissions on a regular basis, and, in recognition of this commitment, provides a first indication of a paper's progress within 10-12 weeks of the initial acknowledgement of receipt, and informs them of developments thereafter. It is the editors' intention, by these means, to deal fairly and in good faith with potential contributors and readers.

    2.2 Authorship

    All parties who have made a substantive contribution to the article should be listed as authors. Principal authorship, authorship order, and other publication credits should be based on the relative scientific or professional contributions of the individuals involved, regardless of their status. A student is usually listed as principal author on any multiple-authored publication that substantially derives from the student’s dissertation or thesis.

    2.3 Acknowledgements

    All contributors who do not meet the criteria for authorship should be listed in an Acknowledgements section. Examples of those who might be acknowledged include a person who provided purely technical help, or a department chair who provided only general support.

    2.3.1 Writing Assistance

    Individuals who provided writing assistance, e.g. from a specialist communications company, do not qualify as authors and so should be included in the Acknowledgements section. Authors must disclose any writing assistance – including the individual’s name, company and level of input – and identify the entity that paid for this assistance).
    It is not necessary to disclose use of language polishing services.

    Please supply any personal acknowledgements separately to the main text to facilitate anonymous peer review.

    2.4 Funding

    Marketing Theory requires all authors to acknowledge their funding in a consistent fashion under a separate heading.  Please visit the Funding Acknowledgements page on the SAGE Journal Author Gateway to confirm the format of the acknowledgment text in the event of funding, or state that: This research received no specific grant from any funding agency in the public, commercial, or not-for-profit sectors. 

    Important note: If you have any concerns that the provision of this information may compromise your anonymity dependent on the peer review policy of this journal outlined above, you can withhold this information until final accepted manuscript.
    For more information on the guidance for Research Funders, Authors and Publishers, please visit:

    2.5 Declaration of conflicting interests

    Marketing Theory encourages authors to include a declaration of any conflicting interests and recommends you review the good practice guidelines on the SAGE Journal Author Gateway

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    3. Publishing policies

    3.1 Publication ethics

    SAGE is committed to upholding the integrity of the academic record. We encourage authors to refer to the Committee on Publication Ethics’ International Standards for Authors and view the Publication Ethics page on the SAGE Author Gateway

    3.1.1 Plagiarism

    Marketing Theory and SAGE take issues of copyright infringement, plagiarism or other breaches of best practice in publication very seriously. We seek to protect the rights of our authors and we always investigate claims of plagiarism or misuse of articles published in the journal. Equally, we seek to protect the reputation of the journal against malpractice. Submitted articles may be checked using duplication-checking software. Where an article is found to have plagiarised other work or included third-party copyright material without permission or with insufficient acknowledgement, or where authorship of the article is contested, we reserve the right to take action including, but not limited to: publishing an erratum or corrigendum (correction); retracting the article (removing it from the journal); taking up the matter with the head of department or dean of the author’s institution and/or relevant academic bodies or societies; banning the author from publication in the journal or all SAGE journals, or appropriate legal action.

    3.2 Contributor's publishing agreement

    Before publication, SAGE requires the author as the rights holder to sign a Journal Contributor’s Publishing Agreement. SAGE’s Journal Contributor’s Publishing Agreement is an exclusive licence agreement which means that the author retains copyright in the work but grants SAGE the sole and exclusive right and licence to publish for the full legal term of copyright. Exceptions may exist where an assignment of copyright is required or preferred by a proprietor other than SAGE. In this case copyright in the work will be assigned from the author to the society. For more information please visit our Frequently Asked Questions on the SAGE Journal Author Gateway.

    3.3 Open Access and author archiving

    Marketing Theory offers optional open access publishing via the SAGE Choice programme. For more information please visit the SAGE Choice website. For information on funding body compliance, and depositing your article in repositories, please visit SAGE Publishing Policies on our Journal Author Gateway.

    3.4 Permissions

    Authors are responsible for obtaining permission from copyright holders for reproducing any illustrations, tables, figures or lengthy quotations previously published elsewhere. For further information including guidance on fair dealing for criticism and review, please visit our Frequently Asked Questions on the SAGE Journal Author Gateway

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    4. Preparing your manuscript

    4.1 Word processing formats

    Preferred formats for the text and tables of your manuscript are Word DOC, RTF, XLS. LaTeX files are also accepted. The text should be double-spaced throughout and with a minimum of 3cm for left and right hand margins and 5cm at head and foot. Text should be standard 10 or 12 point. Word and (La)Tex templates are available on the Manuscript Submission Guidelines page of our Author Gateway.

    4.2 Artwork, figures and other graphics

    For guidance on the preparation of illustrations, pictures and graphs in electronic format, please visit SAGE’s Manuscript Submission Guidelines

    Figures supplied in colour will appear in colour online regardless of whether or not these illustrations are reproduced in colour in the printed version. For specifically requested colour reproduction in print, you will receive information regarding the costs from SAGE after receipt of your accepted article.

    4.3 Supplementary material

    This journal is able to host additional materials online (e.g. datasets, podcasts, videos, images etc) alongside the full-text of the article. These will be subjected to peer-review alongside the article.  For more information please refer to our guidelines on submitting supplementary files, which can be found within our Manuscript Submission Guidelines page.

    4.4 Journal layout

    Marketing Theory conforms to the SAGE house style.  Click here to review guidelines on SAGE UK House Style.

    4.5 Reference style

    Marketing Theory adheres to the SAGE Harvard reference style. Click here to review the guidelines on SAGE Harvard to ensure your manuscript conforms to this reference style.

    If you use EndNote to manage references, you can download the SAGE Harvard output file here

    4.6 English language editing services

    Authors seeking assistance with English language editing, translation, or figure and manuscript formatting to fit the journal’s specifications should consider using SAGE Language Services. Visit SAGE Language Services on our Journal Author Gateway for further information.

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    5. Submitting your manuscript

    5.1 How to submit your manuscript

    Marketing Theory is hosted on SAGE Track, a web based online submission and peer review system powered by ScholarOne™ Manuscripts. Visit to login and submit your article online.

    IMPORTANT: Please check whether you already have an account in the system before trying to create a new one. If you have reviewed or authored for the journal in the past year it is likely that you will have had an account created.  For further guidance on submitting your manuscript online please visit ScholarOne Online Help.

    5.2 Title, keywords and abstracts

    Please supply a title, short title, an abstract and keywords to accompany your article. The title, keywords and abstract are key to ensuring readers find your article online through online search engines such as Google. Please refer to the information and guidance on how best to title your article, write your abstract and select your keywords by visiting the SAGE Journal Author Gateway for guidelines on How to Help Readers Find Your Article Online

    5.3 Corresponding author contact details

    Provide full contact details for the corresponding author including email, mailing address and telephone numbers. Academic affiliations are required for all co-authors. These details should be presented separately to the main text of the article to facilitate anonymous peer review.

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    6. On acceptance and publication

    6.1 SAGE Production

    Your SAGE Production Editor will keep you informed as to your article’s progress throughout the production process. Proofs will be sent by PDF to the corresponding author and should be returned promptly.

    6.2 Access to your published article

    SAGE provides authors with online access to their final article.

    6.3 Online First publication

    Online First allows final revision articles (completed articles in queue for assignment to an upcoming issue) to be published online prior to their inclusion in a final journal issue which significantly reduces the lead time between submission and publication. For more information please visit our Online First Fact Sheet

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    7. Further Information

    Any correspondence, queries or additional requests for information on the manuscript submission process should be sent to the Editor as follows:

    Professor Pauline Maclaran
    School of Management
    Royal Holloway, Unversity of London
    Egham Hill, Egham
    Surrey TW20 0EX


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