der markt

der markt ? Journal für Marketing ist ein wissenschaftliches Medium für die Marketingforschung mit internationaler, insbesondere europäischer Perspektive. Es richtet sich an Marketing-Wissenschaftler innerhalb und außerhalb von Universitäten, an Studierende und Absolventen, sowie an wissenschaftliche-interessierte Praktiker, die vor schwierig zu lösenden Marketingaufgaben stehen.

der markt ist aktuell eine Plattform zur Diskussion marketingrelevanter Forschungsergebnisse im Kontext der deutschsprachigen Länder, wobei zukünftig noch stärker Wert auf eine gesamteuropäische Perspektive insbesondere einem Mittel-Ost-Europa-Bezug gelegt wird.

Ein besonderes Anliegen ist die Offenheit für die Vielfalt wissenschaftlicher Blickwinkel und methodischer Zugänge. Der markt möchte einen Beitrag dazu leisten, innovativen und alternativen Denkansätzen, die den Mainstream der Forschung verlassen, zum Durchbruch zu verhelfen.

Eine weitere wesentliche Zielsetzung besteht traditionell in der Überbrückung von wissenschaftlicher Forschung und praktischer Anwendung. Die zunehmend stärkere Fokussierung auf zuweilen sehr spezielle Problemstellungen in der Marketingwissenschaft und die stetig steigende methodische Komplexität sind Herausforderungen, die gerne angenommen wird.

Schließlich dient die Herausgabe von Schwerpunktausgaben dem Ziel, aktuelle Themen aufzugreifen und sich mit diesen ausführlich auseinander zu setzen.

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