Using the past as a guide to the future: Reflections on the history of the Journal of Marketing

The Journal of Marketing has both a responsibility to reassert its leadership and the ability and resources to accept this responsibility. This journal has a rich and distinguished history, a strong brand name, a hard-earned readership base, and a deep roster of editorial talent and leadership. Each decade has seen a successful adaptation to the challenges of the period. By 2005, we should be able to look back and say the same thing about the coming decade.