Aims and Scope
The mission of Annals of Strategic & Operational Marketing is to stimulate research and debate around marketing strategies and practices that shape contemporary organizations and markets. Topics include:
- Strategic marketing: strategy formulation, segmentation, positioning, differentiation strategies, and sustainable value creation.
- Operational marketing: product, pricing, communication, distribution policies, and customer relationship management.
- Consumer behavior: decision-making processes, the role of emotions and culture, sensory and digital marketing.
- Brands and brand equity: branding strategies, customer loyalty, brand portfolio management, and integrated communication.
- Digital marketing and technology: e-commerce, social media, artificial intelligence, big data, personalization, and digital transformation.
- Innovation and new product development: product launches, consumer adoption, life-cycle management, and innovation marketing.
- Social responsibility and sustainable marketing: ethical practices, green marketing, social inclusion, and contribution to the Sustainable Development Goals.
- Market research and analytical methods: quantitative, qualitative, experimental approaches, and market behavior modeling.
- International and comparative marketing: market entry strategies, cultural adaptation, globalization, and regional dynamics.
- Inter-organizational relations and B2B: network management, strategic partnerships, industrial marketing, and coopetition.
This broad thematic coverage makes the journal a reference space for publishing theoretical, empirical, qualitative, quantitative, and interdisciplinary research in strategic and operational marketing.