Focus And Scope

Focus
Jurnal Pemasaran is committed to advancing understanding and practice in the field of marketing by highlighting the latest research, trends, and innovations. The journal's main objective is to publish research that offers new insights in marketing strategy, consumer behavior, marketing data analysis, and marketing communications. With a focus on digital marketing, sustainability, and ethics, the journal aims to be a platform for academics, marketing practitioners, and policy makers to share insights that can drive strategic and tactical decisions in a dynamic and evolving marketing environment.

Scope
This journal covers a wide range of topics in marketing, including, but not limited to:

  1. Consumer Behavior: The study of how individuals make decisions to spend available resources (time, money, effort) on consumption-related products or services.
  2. Marketing Strategy: An analysis of the development, implementation, and evaluation of marketing strategies to achieve organizational goals.
  3. Digital Marketing and Social Media: Research on the utilization of digital platforms and social media in marketing campaigns and their influence on consumer behavior.
  4. Brand and Positioning Management: The study of brand building and management, brand identity, and positioning strategies in competitive markets.
  5. International Marketing: An analysis of the challenges and strategies in marketing products or services in various global markets.
  6. Marketing Data Analytics and Big Data: Application of analytics and big data techniques in identifying market trends, consumer behavior, and marketing opportunities.
  7. Ethics and Sustainable Marketing: A discussion on ethical issues in marketing and the development of marketing strategies that support environmental and social sustainability.
  8. Product Innovation and Development: Research on the innovation process, new product development, and product lifecycle management.
  9. Marketing Communication and Advertising: A study of the principles and practices of marketing communications, including advertising, sales promotion, and public relations.
  10. Service Marketing: An analysis of marketing in the service sector, including strategies and challenges unique to service marketing.