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- Title
From the Editor.
- Authors
Lusch, Robert F.
- Abstract
Four years ago, when informed that I had been selected as editor of the Journal of Marketing (JM) for a three-year term beginning July 1, 1996, I knew I was in for a very time-consuming assignment. What I did not anticipate was how much I would learn while serving as JM editor. Given the breadth of JM, I found myself reading leading-edge manuscripts on literally the entire domain of marketing. This very enjoyable experience came at a time in my career when I could truly appreciate such an opportunity. When I prepared for my doctoral general exams in 1974, the 'Journal of Marketing Research' was a decade old and the 'Journal of Consumer Research' had just published its first issue. The 'Journal of Marketing' was nearly 40 years old but was neither highly theoretical nor quantitative. Serving as editor sensitized me to how much marketing scholarship has improved over the past quarter century. In fact, an analysis recently conducted by Professor William H. Starbuck (www.stern.nyu.edu/nwstarbuc) of citations reported in the 'Social Sciences Citation Index' ranked JM third among 343 social science journals.
- Subjects
UNITED States; EDITORS; JOURNAL of Marketing (Periodical); MARKETING literature; JOURNALISTIC editing
- Publication
Journal of Marketing, 1999, Vol 63, Issue 4, p1
- ISSN
0022-2429
- Publication type
Editorial
- DOI
10.1177/002224299906300401