Marketing (MAR)

Section Information

Marketing focuses on understanding customer needs, creating value, and managing relationships between organizations and their markets. The field examines consumer behavior, branding, market strategy, digital platforms, and data-driven decision making to support sustainable business growth.

Current research includes digital marketing, social media strategy, brand management, customer experience, marketing analytics, and global market dynamics. Advances in big data, artificial intelligence, personalization technologies, and online platforms are transforming marketing practices and measurement methods.

This section publishes empirical studies, strategic analyses, experimental research, case investigations, and review articles related to marketing theory, practice, and innovation.

Scope

Consumer Behavior

• Decision-making processes and preferences
• Psychological and social influences on buying
• Customer satisfaction and loyalty
• Cultural factors in consumer behavior

Digital and Social Media Marketing

• Online advertising and search marketing
• Social media engagement strategies
• Influencer and content marketing
• Performance measurement and analytics

Branding and Product Management

• Brand positioning and equity
• New product development
• Pricing strategies
• Product lifecycle management

Marketing Analytics and Data Science

• Customer segmentation and targeting
• Predictive modeling and forecasting
• Big data applications in marketing
• Marketing performance evaluation

Strategic and International Marketing

• Market entry and expansion strategies
• Competitive analysis
• Global branding and cross-cultural marketing
• Strategic planning and positioning

Services and Relationship Marketing

• Customer relationship management
• Service quality and experience design
• Retention and loyalty programs
• Value co-creation strategies

Ethics and Sustainable Marketing

• Responsible advertising practices
• Green and sustainable marketing
• Corporate social responsibility communication
• Consumer protection and privacy issues

Editorial Board

Click here to see the Section Editorial Board of “Marketing (MAR)”.

Papers Published

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