JMR: The Bass Years (1972-1975)

Publication Type

Journal Article

Publication Date

2-2014

Abstract

Frank Bass became the third editor of Journal of Markting Research (JMR) in 1972 and was the third well-known Midwestern academic to head up what had already beaome a prestigious marketing journal known for its rigorius approach to marketing science. Under Bass, the reputation of JMO continued to grow and prosper even as other journals appeared, furhter supporting the development of marketing science.

Discipline

Marketing

Research Areas

Marketing

Publication

Journal of Marketing Research

Volume

51

Issue

1

First Page

96

Last Page

100

ISSN

0022-2437

Identifier

10.1509/jmr.51.1.5

Publisher

American Marketing Association

Additional URL

https://doi.org/10.1509/jmr.51.1.5

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