Abstract
The Journal of Marketing published its first issue in July 1936 and combined two publications, the American Marketing Journal and the National Marketing Review. The Journal of Marketing was the first major activity undertaken by the American Marketing Association. Paul H. Nystrom was its first editor, and Wroe Alderson, Reavis Cox, H. H. Maynard, L. D. H. Weld, Theodore N. Beckman, and Neil H. Borden were inaugural members of the Journal's Editorial Review Board. During the Journal of Marketing's 45-year history it has published some of the most significant marketing manuscripts—papers that have changed the way we study and practice marketing. With this editorial I hope to describe the editorial objectives for the Journal of Marketing as well as my approach for implementing these objectives.
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