Editor's Choice: Monthly Free Access Research Journal of Marketing Management

The Journal of Marketing Management (JMM) is the official journal of the Academy of Marketing, and has a global reputation for publishing path-breaking and original contributions. JMM is concerned with all aspects of marketing theory and practice, and includes contributions that further our knowledge of marketing management, as well as research that takes marketing management and the managerial agenda of marketing thought as an object of intellectual scrutiny in its own right. 

Each month, the JMM Editors will bring you the latest research on the most relevant topics from JMM and make a selection of articles free to read online for one month. The articles below are free to read until the end of June 2017.

Claim your free access today by clicking on the article links below. 

• Advancing marketing strategy in the marketing discipline and beyond: from promise, to neglect, to prominence, to fragment (to promise?)

  • Shelby D. Hunt

• Making a market for alternatives: marketing devices and the qualification of a vegan milk substitute

  • Christian Fuentes & Maria Fuentes

• Corporate conflict management on social media brand fan pages

  • Denitsa Petrova Dineva, Jan Christian Breitsohl & Brian Garrod

• Why do firms delete brands? Insights from a qualitative study

  • Purvi Shah