This blog is getting some “red hot” editorial news about the State of Marketing Scholarship these days. My last post broke the news about the new editorial team at the Journal of Consumer Research (“JCR”).
And here is a very fresh one about the #1 Journal in the Marketing field.
As many of you are aware Gary Frazier is the editor elect of the Journal of Marketing (or “JM”) and will be taking over in July of 2011 from Ajay Kohli. For a while, Ajay, Gary, and Bob Leone have acted as co-editors of the journal. As with JCR, the manuscripts flows in the main journals in our field have been increasing dramatically, necessitating some editorial action to share the workload.
Gary has decided to change the structure of the Journal of Marketing to one that includes Associate Editors (or “AEs”). I think this is a very smart move. AEs at JM will have considerable latitude to make recommendations, but the final decision will always lie with the Editor-in-Chief, that is, Gary. Gary has appointed 16 AEs, some truly excellent people, and I believe he is looking for a couple more.
What this means, I believe, is that the Journal of Marketing is institutionalizing a role and a place for Consumer Culture Theory, cultural, or “qualitative” approaches to practical marketing issues in the field. This is big news. It is something that many of us in the CCT field have been working towards for many years. More top tier options for our publications is important to continuing the institutionalization of CCT work as an important and necessary (albeit minority) component of all Marketing Scholarship, Marketing Education, and Marketing Departments.
At the #1 journal in the Marketing field, we now have, perhaps more than ever before, the promise of a real presence and solidified representation at the top of the field.
I think that a look at the past 7 years of cultural work in JM will show that CCT work is getting more and more applied, and offering increasingly powerful pragmatic insights to the marketing industry.
The move is also presenting a natural place for all types of social media and social media marketing research. One of my personal goals is to raise the quality and profile of research on social media and social media marketing research.
Officially, these will be the areas of the Journal of Marketing that I will have Associate Editor authority over:
Primary (substantive) content area
Internet and social media marketing
Secondary content areas
- Word-of-mouth marketing;
- entertainment marketing;
- brand and product management;
- Qualitative/ethnographic (e.g., discourse analysis, semiotics, phenomenological interviews, metaphor analysis),
- Other methodological orientations as necessary (I am trained and versed in a variety of different methods)
If you do social media research using qualitative methods, you can pretty much guess who is going to be shepherding your work though JM.
So starting in July I will be looking forward to seeing all your best managerially-oriented work sent to us at the Journal of Marketing. I will do my very best to make sure it gets treated fairly or even better, and to publish the best work to keep our field of Marketing moving steadily forward.