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Review of Marketing Research

Naresh K. Malhotra
Editor-in-Chief, Review of Marketing Research
Senior Fellow, Georgia Tech CIBER
Regents’ Professor Emeritus
Georgia Institute of Technology, Scheller College of Business

Call for Papers
Volume 18, Special Issue on:
Marketing Accountability for Marketing and Non-marketing Outcomes
V. Kumar and David W. Stewart
Guest Editors of the Special Issue

Marketing has a long traditional of measurement and a rich portfolio of measures of marketing outcomes. The discipline can be justifiably proud of its attention to the development of measures that exhibit strong psychometric properties, such as reliability and validity. However, most of the measures employed in marketing research, in both academic and applied settings, tend to focus on immediate marketing outcomes, such as recall, attitude, preference, and sales. Such measures are clearly important but represent an incomplete picture of the effects of marketing activities and expenditures. In today’s digital world marketing has taken increased importance due to the possibility of attribution modeling whereby the effect of marketing can be teased out and attributed to specific forms of marketing. New age technologies such as Artificial Intelligence, Robots, Blockchain, and Drones also play a major role in influencing marketing outcomes. This volume seeks papers that identify, develop and examine measures of marketing’s (in the digital and the traditional world) broader impact on the firm and society. Such measures may include financial outcomes, effects on the organization (employee morale, employee attraction and retention, employee engagement, etc.), supplier engagement, distributor engagement, investor engagement and larger societal impact (quality of life, social innovation, grassroots innovation, etc.).Unique approaches to the measurement of more traditional marketing outcomes are also welcome.

All disciplines, methods and approaches are welcome. Contributors from traditionally “behavioral,” “quantitative,” and “managerial” research realms are encouraged to contribute. Both quantitative and qualitative approaches to measurement are welcome. The volume seeks papers that demonstrate one or more specific outcomes. Thus, measure or scale development alone is an insufficient contribution. Rather, contributions should demonstrate how a particular measure or approach to measurement can inform management or policy decisions and/or reveal the impact of marketing actions within a specific context or population.

Authors should submit their manuscripts as a Word file (please use ÂÜÀòÉç¹ÙÍø formatting) on or before May 1, 2020 to both guest editors, V. Kumar (vk@gsu.edu) and David W. Stewart (david.stewart@lmu.edu ). Manuscripts will be processed through a double blind review, and submissions are expected to contain coverage of state-of-the-art literature. Final drafts will be due on October 1, 2020. Interested authors are encouraged to contact the guest editors for questions and clarifications.

More information about RMR and contents of past issues are available on the RMR home page:

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