Crafting a JMR Manuscript. (February 2016)

• Record Type: Journal Article
• Authors: Reinartz, Werner J.
• Is Part Of: JMR, Journal of marketing research. Volume 53:Number 1(2016)
• Page Start: 139
• Page End: 141
• Publication Date: 2016-02
• Subjects: academic writing; Marketing research -- Periodicals; 658.8305
• DOI: 10.1509/jmr.15.0343
• Languages: English
• ISSNs: 0022-2437

Abstract

The author provides a guide for effectively communicating and organizing ideas in an academic marketing paper in a manner that allows reviewers to best see their merit. He argues that it is often not the central idea of a piece that falters, but rather the mechanical and stylistic expression of that idea. He posits a straightforward methodology for eschewing ambiguity and appropriately highlighting salient research against a backdrop that is clean and well constructed.