About the Journal

Title

Revista de Marketing y Publicidad

Bibliographic Information

ISSN: 2659-3904 (from issue No. 8 the journal is no longer published in print)

ISSN-e: 2792-405X

DOI: 10.51302/marketing

Publication Frequency

The Revista de Marketing y Publicidad is published semi-annually. Two issues are published each year (March 7 and November 7).

Abstract

The Revista de Marketing y Publicidad, published and edited by the Center for Financial Studies, SL, aims to serve the academic and professional communities in the field of Marketing and Advertising, providing new knowledge for the advancement of science and the practice of these disciplines.

Through rigorous peer review, the Revista de Marketing y Publicidad positions itself as a forum where researchers can share their discoveries, reflections, and analyses in these areas. This seeks to promote the advancement of knowledge and contribute to the sustainable development of society.

Objectives

• Promote cutting-edge research: the journal is committed to disseminating original and relevant research that addresses contemporary challenges in any of the topics covered by the publication. Authors are encouraged to explore new perspectives and approaches.
• Contribute to academic dialogue: through research studies, projects, academic contributions, and bibliographic reviews, the journal fosters constructive dialogue among academics, professionals, and students. The contents are expected to inspire interesting debates and novel reflections in the scientific community.
• Encourage scientific excellence and innovation in the Spanish-speaking research field.

Focus and Scope

The editorial objective of the journal is to publish substantial and innovative research associated with the new contributions that the digital society offers us to continue developing our work satisfactorily.

This is expressed in the fundamental objectives of the journal:

• Advance the science and practice of marketing and advertising, promoting theory and practice.
• Serve as a bridge for knowledge transfer between the academic world and the business world.
• Foster diversity in approaches to the development of implicit theories, research methods, and problem-solving in management.

To this end, the journal’s editorial line includes:

• Comprehensive review and synthesis of relevant areas within the marketing and advertising literature.
• Understanding phenomena based on qualitative or quantitative methodology inherent to these disciplines.
• Case studies that demonstrate best practices or explain theories, concepts, and related tools.
• Generalizable empirical findings.
• Development of descriptive, predictive, normative, or decision-based models of marketing and advertising phenomena.

Thematic Lines

The thematic lines cover a wide range of topics that are fundamental in the field of marketing and advertising.

• Strategic Marketing:
  
  
  • Market and competition analysis: Study of market forces and how companies can position themselves strategically.
  • Market segmentation: Techniques for identifying and targeting specific groups of consumers.
  • Brand positioning: Development of a unique value proposition to differentiate the brand in the minds of consumers.
    
    
• Creative Advertising and Media:
  
  
  • Creativity in advertising: Exploration of how creativity influences the effectiveness of advertising.
  • Media planning: Strategies for selecting the most effective communication channels to reach the target audience.
  • Digital advertising: Innovations in advertising through digital media and their impact on consumer behavior.
    
    
• Social Media and Community Management:
  
  
  • Social media strategies: How brands use social media to connect with their audience and build communities.
  • Crisis management on social networks: Handling adverse situations and protecting online reputation.
  • Influencers and brands: Collaborations and their effectiveness in marketing campaigns.
    
    
• Digital Marketing and E-commerce:
  
  
  • SEO and SEM: Search engine optimization and search engine marketing to increase online visibility.
  • Web analytics: Using data to improve user experience and conversion on e-commerce platforms.
  • Email marketing strategies: Best practices for effective email campaigns.
    
    
• Neuromarketing:
  
  
  • Consumer behavior: How the brain responds to marketing and advertising stimuli.
  • Neuroimaging techniques: Use of technologies such as EEG and fMRI to study consumer reactions.
  • Ethics in neuromarketing: Discussion on the ethical implications of using neuromarketing in research.
    
    
• Tourism and Experiential Marketing:
  
  
  • Destination branding: How places promote themselves to attract tourists and businesses.
  • Experience marketing: Creating memorable experiences to foster customer loyalty.
  • Tourism trends: Innovations and changes in the tourism industry and its marketing.
    
    
• Field Marketing and Direct Marketing:
  
  
  • Promotions at the point of sale: Techniques to boost sales and product interaction at the place of purchase.
  • Direct marketing: Strategies for communicating directly with the consumer and measuring results.
    
    
• Branding and Brand Management:
  
  
  • Brand identity development: Process of creating a coherent visual and narrative identity.
  • Brand architecture: Structuring sub-brands and products within a company.
  • Customer loyalty and retention: Strategies to keep customers engaged and returning.

Editorial Policy Criteria

The factors upon which the decision to accept or reject papers by the journal’s editors are based include the following:

• Originality.
• Timeliness and novelty.
• Relevance and applicability of the results for the resolution of specific problems.
• Significance for the advancement of scientific knowledge.
• Proven methodological quality.
• Presentation, good writing, and organization (logical coherence and material presentation).

Publication System

This journal uses Open Journal Systems, which is an open-access journal management system and software developed, funded, and distributed for free by the Public Knowledge Project  under the GNU General Public License. Below is the workflow of the Journal of Marketing and Advertising in OJS: