Evolution of Marketing as a Discipline: What Has Happened and What to Look Out For

Journal of Marketing (JM ) is in the midst of exciting times—times that reflect economic vacillations, quick changes in business environments, and the emergence of new industries and markets. To stay current with and responsive to the changes in the business world— a top priority of JM through the years—future research directions must be precise, rigorous, and relevant. In other words, this is a crucial period for the marketing discipline to reaffirm its position in providing new knowledge and thought that will have a lasting effect on academicians and practitioners.