To JM on its 75th anniversary

Ruth N. Bolton

Research output: Contribution to journalReview articlepeer-review

9 Scopus citations


This article discusses how Journal of Marketing (JM) has influenced marketing science and practice by publishing articles on substantive topics relevant to customers, managers, organizations, markets, and society. The journal's 75th anniversary coincides with the 50th anniversary of the Marketing Science Institute (MSI). Frequently, JM and MSI have collaborated to address important substantive marketing issues identified in MSI's Research Priorities. The author highlights seminal articles on brand equity; business-to-business marketing (including sales force management); connecting marketing information, metrics, and strategy; consumer behavior; innovation, new product development. and product management; marketing orientation and capabilities; and market research, methodology and services. She also draws attention to articles that have won the Sheth Foundation/JM Award and the H. Paul Root Award. The article describes how JM's knowledge dissemination is amplified by powerful social network effects. Ideas in JM articles diffuse through the business community, influencing the mind-set of managers worldwide.

Original languageEnglish (US)
Pages (from-to)129-131
Number of pages3
JournalJournal of Marketing
Issue number4
StatePublished - Jul 2011


  • Brand equity
  • Business-to-business
  • Capabilities
  • Consumer behavior
  • Innovation
  • Marketing information
  • Marketing research
  • Metrics
  • Role of marketing
  • Services

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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