Journal of Marketing Research (JMR) has a storied history as one of the preeminent journals in the marketing discipline. This position has enabled JMR to leverage and attract the best manuscripts from authors who seek a broad audience. Suggestions for improvements in five specific areas are discussed: competitive landscape, evolution in the theory and practice of marketing, stakeholder management, managing manuscripts, and improving credibility. Such improvements can be achieved with sustained effort and input from authors, reviewers, associate editors, and coeditors.
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