Forty Years of the Journal “Marketing Zeitschrift für Forschung und Praxis – Journal of Research and Management”: Retrospection and Prospects

The publication of issue 4/40 (2018) marks 40 years of the journal Marketing ZFP-JRM. This paper deals with the development of this journal during these 40 years. The authors distinguish between four phases – 1979-1988, 1989-2004, 2005-2010, and since 2011 – because of different prevailing academic contexts. These contexts not only influenced the progression of the journal, but had an impact on the whole field of academic marketing in German-speaking countries. The strategic objectives and the successes of this journal are presented for each of the respective periods. As it turns out, Marketing ZFP-JRM has been accepted by the scientific community because the journal could adapt successfully to new environmental conditions. A great number of scientific careers were supported by publications in this journal. For these reasons, we are optimistic about its future.