Abstract
Gil Churchill served at Journal of Marketing Research (JMR) during an important time of maturation for the field. Journal of Marketing (JM) and JMR were firmly established, and both encouraged articles across the realm of marketing (e.g., segmentation, pricing, channels, advertising). Whereas JM was positioned a bit more for immediate relevance to practitioners, JMR was oriented more toward methods of conducting research across those marketing realms. The balancing act was one that Gil handled brilliantly, as evidenced by the Tables of Contents across his issues. For example, consider the article by Aaker and Bagozzi (1979), “Unobservable Variables in Structural Equation Models with an Application in Industrial Selling,” which nicely melds a methodological contribution with one in a substantive area of inquiry. Naturally, most articles emphasize one facet more than the other, but Gil achieved balance within each issue. For example, in the November 1978 issue (Vol. 15), there are two articles on sales force issues and two on measurement; in the August 1979 issue (Vol. 16), there are four articles on advertising and four articles on statistical issues.
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