Journal Editors

Section Editors

  • Ismet Anitsal - Tennessee Tech University
    Retailing Section Editor
  • Rick Mathisen - Kennesaw State University
    Sports Marketing Section Editor
  • Mike McCall - Michigan State University
    Services Marketing Section Editor
    Greatest Challenges Special Edition Editor
  • Rick Mathisen - Kennesaw State University
    Business to Business Marketing Section Editor
    General Manuscripts Editor
  • Jeff Hendrix - John Brown University
    Marketing Practitioner Editor
  • Michael Latta - Coastal Carolina University
    Greatest Challenges Special Edition Editor


  • Greatest Challenges Currently Facing Marketing
    Papers that are empirical, theoretical and conceptual in nature are welcomed. Practitioner oriented papers are particularly welcome. Topics of interest for this special issue include but are not limited to
    • Marketing Myopia in 1960- 2018
    • New directions in services marketing
    • Hospitality and healthcare marketing
    • Bridging academic research with industry needs
    • Has “big data” brought anything new to the table
    • Marketing and social media management
    • Social media and customer service
    • Marketing communications and social media adoption
    • Gen X, Gen Y, millennials, and Gen Z
    • The new consumer and the demise of brick and mortar retailing
  • General Marketing Manuscripts
    Manuscripts on marketing topics including product development, branding, pricing, sales, distribution and logistics, advertising, promotion, and others not covered in other sections.
  • Retailing
    Retailing manuscripts focusing on retail marketing, retail management, retail services, retail entrepreneurship, merchandising, retail store management, international retailing are sought for the Retailing Section in Journal of Applied Marketing Theory. Topics include customer satisfaction, customer productivity, retail service quality and value, retail technologies, inventory management and merchandising programs and emerging forms of retailing.
  • Services Marketing
    This section of the journal seeks manuscripts in any area of services (broadly defined) including but not limited to: services marketing, service quality, loyalty and customer satisfaction, and the economics of services. Manuscripts may consider services as a product or a product enhancement. Service manuscripts that are global in focus and are linked with other mainstream areas (e.g., Hospitality and Tourism) are particularly welcome. Specifically, manuscripts can be theoretical and or empirical in nature. In keeping with The Journal of Applied Marketing Theory objectives however, all manuscripts must demonstrate a clear linkage to marketing practice.
  • Sports Marketing
    Manuscripts addressing marketing of sports, promotional support of sports and team and individual marketing are welcomed. Potential topics may include, but not limited to the following: tickets sales, promotions, sponsorships, naming rights, television, radio, signage, and endowments for colleges/university with annual giving, and professional personnel seats licenses. In addition, pedagogy surrounding the educational delivery system in sports is also encouraged.
  • Marketing Practitioner Articles
    Marketing practitioners may submit manuscripts on current issues in marketing to share with other practitioners and academicians. This section will be peer reviewed using criteria for pratitioners only. For academic authors, publication in this section will not be considered as a peer reviewed journal article. Submissions to this section will be published as a separate practitioner peer reviewed section of the journal.
    Submissions will be reviewed considering practical significance, support by statistical or business observation references, relevance to business outcomes, clariity of presentation and data analysis where applicable. For questions contact the section editors Jeff Hendrix, Mike McCall or Rick Mathisen.