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Guest editorial from a previous editor-in-chief: twenty-five years of electic growth in Marketing Science.

Article Excerpt
The journal Marketing Science is now twenty-five years old and has accomplished much more than we had ever dreamed. I recall debates, often on bus rides at the early Marketing Science conferences, about the editorial structure. The AMA journals, the Journal of Marketing Research and the Journal of Marketing, were potential outlets for marketing science research, but these journals changed editors every three years. Each editor brought his or her perspectives--sometimes advocating marketing science and sometimes not. This system ensured diversity as each editor made his or her imprint on the journal, but many young researchers (yes, we were young once) faced three years in limbo. There are many advantages to the AMA system, but the Marketing Science founding committee sought a more stable editorial structure. We sought eclecticism in which there...

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