Marketing Review St.Gallen 2 | 2020 "Marketing Management"

When the journal THEXIS was first published in 1984 as “Zeitschrift für die Interaktion von THEorie und PraXIS” (Journal for the Interaction of Theory and Practice), the topic focus was an absolutely unique selling point. The basic idea was to develop each issue of this journal into a “small editorial work”. If someone in science or practice was interested in the respective topic, it should not be possible to avoid the topic-related issue.

THEXIS has now evolved into Marketing Review St. Gallen with its unique review process: Each article is evaluated by a marketing executive and a scientist. Nevertheless, we have retained the topic focus, so that each issue is unique. Fortunately, individual issues have met with such a high level of interest that they are now out of print and no longer available for retail sale (for example, Health Care Marketing, Influencer Marketing or Pricing). However, we have now developed the concept of the themed booklet into special issues: In every issue of Marketing Review St. Gallen, there will be articles that should appeal to all marketers. These articles are characterized by their cross-sectoral relevance. We call them “fundamental articles” in the Marketing Management section. Authors can also submit articles for this category at any time, regardless of the main topic.

Since Marketing Review St. Gallen is in the fortunate position of having a large number of keynote articles submitted, we have decided to dedicate an entire issue to them for once. This allows us to ensure that the articles are up to date and to offer our readers a wide range of topics with articles on strategy, sales, communication and pricing. We therefore hope that the insights in this issue will have an impact on you and the market.

The text was the editorial of the current issue of Marketing Review St. Gallen with the topic “Marketing Management”. Interested parties will find the magazine in our shop from now on.