Focus & Scope

Marketra: Journal of Marketing Strategy and Customer Research publishes scholarly works that advance strategic thinking in marketing through conceptual, analytical, and interdisciplinary research. The journal prioritizes theory development, marketing frameworks, and critical perspectives that address customer behavior, digital transformation, branding strategy, and data-driven decision-making in dynamic market environments.

Focus

The primary focus of the journal lies in strategic marketing scholarship, emphasizing customer-centric approaches, digital marketing ecosystems, and data-informed decision-making. Rather than purely tactical or execution-based discussions, Marketra encourages contributions that deepen theoretical understanding of how organizations create value, influence customer behavior, and build competitive advantage in rapidly evolving markets.

Scope of Topics

  • Strategic Marketing and Competitive Positioning
  • Consumer Behavior and Customer Experience
  • Digital Marketing and Marketing Technology
  • Branding Strategy and Brand Management
  • Marketing Analytics and Data-Driven Decision Making
  • Customer Engagement and Relationship Marketing
  • Innovation in Marketing and Digital Ecosystems
  • Marketing Strategy in Emerging and Global Markets

Boundary of Scope

The journal does not primarily focus on purely operational marketing execution, short-term promotional tactics, or descriptive case reports without theoretical contribution. Studies emphasizing applied marketing practices are considered only when they contribute to theory development and strategic-level insight.

Types of Manuscripts

Marketra welcomes conceptual papers, integrative literature reviews, theory-building research, and analytically rigorous empirical studies that advance marketing scholarship and contribute to broader theoretical and managerial discourse.

Audience

The journal targets academics, researchers, and practitioners interested in strategic marketing, customer insights, and digital transformation in both emerging and global market contexts.