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The LBS Journal of Marketing and Analytics is a flagship publication of the Lahore Business School (LBS) at the University of Lahore, designed to advance scholarship and foster meaningful dialogue in the field of Marketing. In an era of rapid technological innovation, globalization, and evolving consumer dynamics, this journal provides a platform for researchers, practitioners, and policymakers to explore transformative ideas and address critical challenges in Marketing.

Objectives

  • Foster Innovation: To promote innovative methodologies and analytical techniques.
  • Support Emerging Scholars: To provide a platform for early-career researchers.
  • Encourage Global Perspectives: To include diverse, international marketing insights.
  • Promote Ethical Marketing: To advocate for responsible and sustainable marketing practices.

Aims

  • To publish high-quality, peer-reviewed research that addresses contemporary challenges and emerging trends in Marketing.
  • To provide a platform for interdisciplinary dialogue, integrating insights from psychology, sociology, economics, consumer behavior, and other fields.
  • To support the development of evidence-based marketing strategies that enhance organizational performance, and consumer satisfaction.
  • To encourage innovative, advanced digital thinking and critical analysis for new ways of implementing traditional marketing and consumer models and practice

Scope

The LBS Journal of Marketing and Analytics welcomes contributions from diverse theoretical, methodological, and geographical perspectives. The journal publishes:

  • Original Research Articles: Empirical studies that provide new insights into marketing practices, consumer analytics and theories.
  • Theoretical Papers: Explorations that expand or challenge existing marketing and consumer behavior frameworks.
  • Case Studies: Practical examples of marketing innovations and strategies implemented in marketing, advertising, and public relations approaches
  • Critical Reviews: Comprehensive analyses of literature and emerging topics in Marketing.

Themes of interest include, but are not limited to:

  • Sustainable and Ethical Marketing
  • Consumer Behavior in the Digital Age
  • The Future of Brand Management and Storytelling
  • Marketing Analytics and Data-Driven Consumer Strategies
  • Digital Transformation in Marketing

By encompassing a wide array of subjects and methodologies, the LBS Journal of Marketing and Analytics seeks to provide valuable contributions to the global marketing community, shaping practices that align with the needs of modern organizations and their workforce