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Dr. Udo Wagner* is full professor of management at the University of Vienna, Oskar-Morgenstern-Platz 1, A-1090 Vienna, Austria, Tel.: +43-1-427738012, E-Mail: udo.wagner@ univie.ac.at. Between 2011 and 2014, he served as Editor-inChief for Marketing ZFP-JRM. *Corresponding author. Dr. Lutz Hildebrandt is senior professor of marketing at the Humboldt-University Berlin, Spandauer Straße 1, D-10178 Berlin, Tel.: +49–3

Forty Years of the Journal "Marketing Zeitschrift für Forschung und Praxis - Journal of Research and Management": Retrospection and Prospects