JMM is concerned with all aspects of marketing theory and practice. The intellectual remit of the Journal includes contributions that further our knowledge of marketing management, as well as research that takes marketing management and the managerial agenda of marketing thought as an object of intellectual scrutiny in its own right. By its nature, this means that the JMM is the preeminent outlet in marketing and consumer research that welcomes contributions from across the paradigmatic and methodological spectrum. The JMM explicitly desires to see all paradigmatic traditions contribute to debates on marketing theory and practice. This includes traditional, predominantly managerial contributions aligned with logical empiricist perspectives, through to interpretive and Consumer Culture Theoretic (CCT) reflections on marketing's role in providing the resources for identity building and self-affirmation, as well as the negative ramifications of consumption on individuals and communities. Studies that engage with both the light-side and dark-side of marketing and consumer practice are welcome.