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Christine Moorman, James R. Bettman, Joel D. Huber, Mary Frances Luce and Richard Staelin

You are reading this chapter because you have decided to try your hand at sharing your research with a journal or you have already done so and are now in the enviable position where you need to respond to reviewer advice. Good for you! We are fortunate to work in the Marketing Area of the Fuqua School of Business, Duke University, which has been home to more editors of the field’s four major journals over the past fifty years (1969-2019) than any other university. We thought it would be interesting to gather our perspectives as current or former editors on this topic. In the pages that follow, you will get advice from Chris Moorman (Journal of Marketing, 2018-2022), Jim Bettman (Journal of Consumer Research, 1982-1988), Joel Huber (Journal of Marketing Research, 2006-2009), Mary Frances Luce (Journal of Consumer Research, 2011-2014), and Rick Staelin (Marketing Science, 1995-1997). There is some convergence in our thinking, but there are also times when we disagree, which we did not edit away. We think there are a number of ways to respond effectively to reviewers, and we hope you find these tips helpful in your quest to publish your research.