American Marketing Association. If two or more works by the same author have the same publication date, they should be differentiated by letters after the date. American Marketing Association. Technical Appendix To improve the readability of the manuscript, any mathematical proof or development that is not critical to the exposition of the main part of the text my be placed in a technical appendix. Readability JM manuscripts are judged not only on the depth and scope of the ideas presented and their contributions to the field, but also on their clarity and whether they can be read and understood.
Readers have varied backgrounds.
Write in an interesting, readable manner with varied sentence structure. Use as little passive voice as possible. Avoid using technical terms that few readers are likely to understand. If you use these terms, include definitions. The journal is designed to be read, not deciphered.