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The First Forty Years
77
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0
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1976
Year
Historical GeographyConsumer ResearchHistorical SociologyFirst Forty YearsJournal Of MarketingHistory Of MarketingManagementMarketing CommunicationHistorical ReconstructionIntellectual HistoryBusiness-academic ControversyMarketing TheoryAdvertisingMarketingHumanitiesBusiness HistoryBusinessHistorical ReassessmentMarketing ManagementPersonal ObservationsMarketing StrategyModernity
OR 40 years, the JOURNAL OF MARKETING has played an integral role in the development of marketing as a discipline, a practice, a science. This article examines these four decades in terms of both the development of the JOURNAL itself and the developments in marketing as they have been reflected in its pages. In conclusion, some personal observations on the business-academic controversy and the importance of governmentmarketing relations are offered as clues to-and recommendations for-the future.