William Lazer: reflections on my American Marketing Association presidency
Journal of Historical Research in Marketing
ISSN: 1755-750X
Article publication date: 11 November 2014
Abstract
Purpose
The purpose of this article is intended to record the author’s personal reflections on his term of office as President of the American Marketing Association (AMA).
Design/methodology/approach
Personal reflections are provided in an autobiographical approach.
Findings
The article discusses the AMA situation during the 1970s, membership and conferences, the Office of the President and the author’s goals and objectives as President of the AMA. Other issues discussed include certification, Canadian affiliates, the New York Chapter and how the AMA handled the Journal of Consumer Research and the Journal of Marketing during this period in time. International issues during the author’s Presidency included the International Marketing Federation, AMA’s International Activities and Strategic Plans and the Global Division. Political issues included dealing with the Doctoral Consortium, Bureau of the Census, the White House Department of Consumer Affairs, AMA Advocacy and a definition of Marketing.
Originality/value
This article records events and memories that might otherwise be forgotten. No other such account has been published of William Lazer’s term as President of the AMA.
Keywords
Acknowledgements
The author is greatly indebted to Drs Brian Jones, Eric Shaw and Mark Tadajewski for their invaluable comments on earlier versions of this article which improved it greatly; to Dr Stanley Shapiro for contributions regarding the meeting with Canadian Affiliates; and to Ms Becky Youngberg of the American Marketing Association for copies of Board and Executive Committee Meetings minutes that helped confirm and clarify situations.
Citation
Lazer, W. (2014), "William Lazer: reflections on my American Marketing Association presidency", Journal of Historical Research in Marketing, Vol. 6 No. 4, pp. 548-562. https://doi.org/10.1108/JHRM-04-2013-0025
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited