Editorial The Journal of Marketing Research Today: Spanning the Domains of Marketing Scholarship Rajdeep Grewal, Sachin Gupta, and Rebecca Hamilton Abstract The authors study the nature of articles published in the Journal of Marketing Research (JMR) during the seven-year period 2013– 2019. Consistent with the broad positioning of JMR, they find substantial diversity in domains, topics, methods, and sources of data among the published articles. They observe the emergence of new substantive topics, such as social media, social networks, and prosocial behavior, which reinforce the continued relevance of JMR. Notably, they observe increasing convergence across articles in the behavioral, quantitative, and strategy domains, reflecting more shared substantive topics of interest and common use of methods and sources of data. This trend bodes well for JMR, given its historical position as a diverse journal in the field. Keywords journal positioning, research methods, substantive topics, theoretical foundation As we close our term as editors of the Journal of Marketing Research (JMR), we have taken the opportunity to evaluate and reflect on the state of the journal and its evolution. The mission of JMR has changed over time, from a journal that specialized in marketing research to one that is broader, covering a wider range of topics (Kamakura 2001) and serving as “the nexus of the [marketing] discipline” (Johnson 2006, p. 340). The journal was founded in 1964 with the goal of advancing science in marketing (Davidson 1964; Wittink 2014) and serving as the premier journal of research in marketing (Churchill and Per- reault 1982). Now, in 2020, JMR is a broad-based journal with the goal of publishing top-quality articles that represent a range of theoretical perspectives and substantive topics, and leverage a wide variety of data sources and methodological approaches (see the Mission Statement in Appendix A). Because marketing is an interdisciplinary field, defined more by a shared interest in substantive topics than by a com- mon theoretical perspective or uniform set of methods, the subjects covered by a leading journal must evolve as the chal- lenges faced by marketing decision makers change. By “substantive topics” we mean relevant marketing questions and issues that for-profit and nonprofit firms’ marketing execu- tives, consumers, policy makers, and other stakeholders face. Such questions and issues concern substantive areas such as advertising, distribution channels, new products, sales force management, and social media, among others. We define “theoretical perspectives” as systems of ideas or sets of assumptions about the world, which inform the questions researchers ask and the way they try to answer them; examples include cognitive psychology, game theory, industrial organi- zation, information theory, organizational theory, and social psychology. We define a “method” as a procedure, technique, or mode of inquiry a researcher uses to gain new insights into a substantive topic; examples include analytical models, econo- metrics, ethnography, experiments, machine learning, meta- analyses, statistics, structural models, and unstructured data analyses. The first question our editorial addresses concerns the evo- lution of substantive topics and methodological approaches and their intersection, and we examine this question by coding topics and methods in the most recent seven years of articles published in JMR. In their review of substantive topics covered Rajdeep Grewal is Townsend Family Distinguished Professor of Marketing, Kenan-Flagler Business School, University of North Carolina at Chapel Hill (email: rajdeep_grewal@kenan-flagler.unc.edu). Sachin Gupta is Henrietta Johnson Louis Professor of Management and Professor of Marketing, SC Johnson College of Business, Cornell University (email: sachin.gupta@ cornell.edu). Rebecca Hamilton is Michael G. and Robin Psaros Chair in Business Administration and Professor of Marketing, McDonough School of Business, Georgetown University (email: rebecca.hamilton@georgetown.edu). This Editorial was written at the end of the authors’ four-year term as Editor in Chief (RG) and Coeditors (SG and RH) of the Journal of Marketing Research. Journal of Marketing Research 2020, Vol. 57(6) 985-998 ª American Marketing Association 2020 Article reuse guidelines: sagepub.com/journals-permissions DOI: 10.1177/0022243720965237 journals.sagepub.com/home/mrj