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The occasion of the diamond jubilee for the Journal of Marketing affords an opportunity to chronicle its editorial and literary history in pursuit of an ideal, namely, the advancement of science and practice in marketing. This ideal has been expressed in different ways, variously manifested in over 3000 published articles during the past 60 years, and most recently embodied in the Journal of Marketing's transformation into a scholarly-professional journal. The narration and explanation of this transformation is the subject of the author's commemorative essay.

In Pursuit of an Ideal: The Editorial and Literary History of theJournal of Marketing