Building knowledge within the marketing discipline – a call for literature reviews

Submissions dates:: November 2021 to May 2022 (early submissions are appreciated).

Spanish Journal of Marketing-ESIC Special issue

Building knowledge within the marketing discipline – a call for literature reviews

Knowledge generation within the field of marketing is accelerating at a tremendous speed while at the same time remaining fragmented and hard to overview (Snyder, 2019). This makes it hard, both for researchers and for practitioners, to keep up with state-of-the-art and to remain at the forefront of knowledge in marketing, as well as to assess the collective evidence on a particular topic. As a result, important research findings and theory development risk to be overlooked. Standing on the shoulders of giants, by building your research on and relating it to existing knowledge is the building block of all academic research activities, regardless of discipline. This is why the literature review as a research method is more relevant than ever.

A literature review can be described as a more or less systematic way of collecting and synthesizing previous research (Tranfield, Denyer, & Smart, 2003). All good research starts with identification and description of relevant research.  However, a good literature review, the kind that we are looking forward to receiving, is more than that:  A well-conducted review as a research method creates a firm foundation for advancing knowledge and facilitating theory development (Snyder, 2019). By integrating empirical findings and perspectives from many studies, a literature review can address research questions with a power that no single study has. In addition, a literature review is an excellent way of synthesizing research findings to show evidence on a meta-level and to uncover areas in which more research is needed, provide evidence to a certain question or give a historical overview of the development of an academic field.

The guest editors of this special issue are interested in receiving state-of-the-art review papers that include a compelling analysis, synthesis and evaluation of both mature and novel subject areas that are highly relevant within the field of marketing or that establish new links between marketing and other disciplines. In addition, this special issue aims to inspire future research by provide new ideas and directions on a number of marketing related topics to inspire academics to conduct novel research and stimulating knowledge production.

All good literature reviews start with a focused, and structured or semi-structured identification and description of relevant research. However, a good literature review, the kind that we are looking forward to receiving, is more than that: we strongly encourage review papers that review and synthesize theories, methods and contexts in the field of marketing with an aim to develop theory, identify knowledge gaps and stimulate new research questions (see for e.g., Alves et al., 2016; Witell et al, 2016; McColl-Kennedy et al, 2017; Carlborg et al., 2014).

We encourage scholars to review and synthesize widely used topics, theories, methods and contexts in marketing. A literature review should not be seen as an end in itself, but as an intermediary way to facilitate the work so that other researchers can continue it and achieve more ambitious goals. The objective of such reviews should be to develop theory, identify research gaps and provide agendas for further research. A special focus will be placed on rigor and transparency on the process of conducting the review. As for methodology, it should be structured and follow guidelines provided by for example Snyder (2019) or Tranfield et al., (2003). Depending on the maturity of the topic, contributions that are expected are for example (but not limited to):

  • Present state-of-the-art knowledge on a topic
  • Establishment of comprehensive research agendas
  • The development of conceptual frameworks
  • Present the state of evidence on a specific research question (meta-analysis)
  • Historical overviews

In this vein, the current special issue should consider (but not be limited to) literature broadly focusing on a contemporary and highly relevant topic in marketing using a systematic, semi-systematic or integrative review design (Snyder, 2019).  Topics that could be of interest (but not limited to):

  • Consumer behavior
  • Social Media Marketing
  • New Technologies and Marketing
  • Tourism and Hospitality Marketing
  • Service Marketing
  • Advertising and Marketing Communications
  • Marketing in Business-to-Business
  • International Marketing
  • Marketing Ethics


Alves, H., Fernandes, C., & Raposo, M. (2016). Social media marketing: a literature review and implications. Psychology & Marketing, 33(12), 1029-1038.

Carlborg, P., Kindström, D., & Kowalkowski, C. (2014). The evolution of service innovation research: a critical review and synthesis. The Service Industries Journal, 34(5), 373-398.

McColl-Kennedy, J. R., Snyder, H., Elg, M., Witell, L., Helkkula, A., Hogan, S. J., & Anderson, L. (2017). The changing role of the health care customer: review, synthesis and research agenda. Journal of Service Management,28 (1), 2-33.

Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of business research, 104, 333-339.

Tranfield, D., Denyer, D., & Smart, P. (2003). Towards a methodology for developing evidence‐informed management knowledge by means of systematic review. British journal of management, 14(3), 207-222.

Witell, L., Snyder, H., Gustafsson, A., Fombelle, P., & Kristensson, P. (2016). Defining service innovation: A review and synthesis. Journal of Business Research, 69(8), 2863-2872.

Guest Editors:

Hannah Snyder, BI – Norwegian School of Business, Norway.

Orcid ID:  0000-0002-6604-2727

[email protected]

Allard C.R. van Riel, Hasselt University, Belgium.

Orcid id: 0000-0002-9222-0574

[email protected]

Editor in Chief:

Carlos Flavián, University of Zaragoza, SPAIN

Orcid ID: 0000-0001-7118-9013

[email protected]

Submissions dates:

November 2021 to May 2022 (early submissions are appreciated).

About the SJM-ESIC

The Spanish Journal of Marketing-ESIC (SJM-ESIC) is a double peer-reviewed journal with an international vocation, accepting manuscripts of authors from all over the world who can focus on any relevant international market, not necessarily related to the Spanish market. The name of the journal only reflects its origin. ESIC and AEMARK are proud to offer this channel of scientific communication to the entire international community on marketing, international business, services or tourism.

Free Open Access Journal for Authors and Readers

SJM-ESIC is a free open access journal: all articles will be immediately and permanently free for everyone to read, download and share. Open access is also free for authors: Authors do not have to pay any publication fee (all the publications fees are paid by ESIC and AEMARK guaranteeing the independence between authorship and funding of the journal).

Submission Procedure 

Submissions should be made through the Scholar One submission system. Please, read the author guidelines before and clearly indicate in your Cover Letter that you would like your paper to be considered for inclusion in the Special Issue “Building knowledge within the marketing discipline – a call for literature reviews”.

Spanish journal of marketing-ESIC ISSN: 2444-9709

Abbreviated key-title: Span. j. mark.-ESIC


If you have any queries please feel free to discuss your manuscript ideas with the Guest Editors: Hannah Snyder ([email protected]); or Allard van Riel ([email protected])