Abstract
The editorial goals of the Journal of Marketing are (1) to advance the science and practice of marketing and (2) to serve as a bridge between the scholarly and the practical realms, each of which has a vital stake in what is happening on the other side. The main vehicle upon which the Journal of Marketing relies for achieving these goals is the publication of full-length articles that are grounded in scholarly research. However, two other sections of the Journal, the Literature Review and the Book Reviews, also play a vital role in fulfilling its editorial goals. The former section informs JM readers about developments that have appeared in related journals, whereas the latter focuses on providing critical reviews of influential books. The following editorial (1) reviews the role of books and book reviews in the knowledge dissemination process, (2) details the role of the Book Reviews, and (3) offers some guidelines for book reviewers.
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