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William Lazer: reflections on my American Marketing Association presidency

William Lazer (Michigan State University, East Lansing, Michigan, USA)

Journal of Historical Research in Marketing

ISSN: 1755-750X

Article publication date: 11 November 2014




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).


Personal reflections are provided in an autobiographical approach.


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.


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.



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.


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.



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