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The time horizons for setting out strategic plans have never been established in principle, and hence vary widely over one, two, three, five, ten, fifteen, twenty years and more. This paper presents a total system of planning horizons at one, three, seven, twelve and twenty‐five years. Each time horizon is linked to a specific organizational layer. The larger the organization, the longer is the top‐level planning horizon. The larger time horizons encompass the shorter, so that, for example, the CEO of a large corporation can set the corporate strategic plan in terms of a 25‐year plan, with corporate strategic milestones at twelve years, seven years, three years and one year. Every subordinate function can be planned in the same way.

The purpose of this paper is synthesise social marketing literature over the past fifty years and deliver a set of guiding tenets to propel social marketing’s agenda forward.

Across three strands, this paper amalgamates theoretical and practitioner evidence from social marketing. This synthesis commences with a review, summary and critical discussion of five decades of social marketing research. Across Strands 2 and 3, the authors review 412 social marketing interventions reported across 10 evidence reviews and 238 case studies.

This paper demonstrates social marketing’s use of fundamental marketing principles and capability to achieve behaviour change outcomes. Social marketers have built frameworks and processes that non-profit organisations, government agencies and policymakers seeking to enact change can use. This paper delivers five tenets that summarise the findings of the three strands and delivers research priorities for the next 50 years of social marketing research to drive the field forward.

Drawing on five decades of learning, this paper proposes research priorities that can be applied to refine, recalibrate and future-proof social marketing’s success in making the world a better place.

This paper demonstrates the value of social marketing science and helps bridge gaps between theory and practice, and further strengthens social marketing’s value proposition. This paper provides confidence that money invested in social marketing programs is well spent.

This paper delivers a forward-looking perspective and provides social marketing academics and practitioners with confidence that it can assist in overcoming society’s most pressing issues. The paper encompasses key social marketing literature since it was founded 50 years ago. Five tenets will guide social marketing forward: evidencing marketing principles, operationalisation of processes, principles and activities, implementing systems thinking, creating and testing marketing theory and guiding a new social marketing era.

The author describes how he entered the marketing field and describes his contributions in four sections: articles written, books published, students nurtured, and executives consulted and trained. He describes his contributions to the marketing field in nine areas: marketing theory and orientations, improving the role and practice of marketing, analytical marketing, the social and ethical side of marketing, globalization and international marketing competition, marketing in the new economy, creating and managing the product mix, strategic marketing, and broadening the concept and application of marketing.

In Collection Building, Vol. 8, No. 4, a bibliography of U.S. government publications on AIDS from 1981 to September 1986 appeared. This annotated bibliography updates that work, covering legislative materials from 1986 to 1989. Documents that have information prior to 1986 are included when they were not published until 1986, such as a congressional hearings from 1985. This bibliography is thorough and comprehensive in its coverage of legislative materials, with an exception of two items from the Congressional Research Service. Contractor documents from the Office of Technology Assessment are included when found, but there is no systematic method to identify such sources.

This paper presents an autobiographical sketch of Philip Kotler.

I use an autobiographical narrative.

This sketch focuses on my contributions to the marketing discipline in teaching and, especially, in book publishing while including some of the many scholars who have collaborated with me.

This paper is a condensed sketch based on the full-length autobiography titled My Adventures in Marketing forthcoming on Kindle.

Practitioners provide valuable resource for students through sharing their workplace experiences with them as guest lecturers in classrooms. Practitioners often take advantage of these opportunities to share real‐life situations and problems with students. This scenario, often called telling “war stories”, contains the precious raw materials for effectively developing a case study. This paper provides a framework through which practitioners can structure their storytelling to involve students actively in the exchange while students can organise the practitioner’s lessons using a guide to illustrate and evaluate the lessons present in each practitioner’s experiences.

This study seeks to determine whether changes in future prices are determined by the shifting of price risk and the presence of risk premiums in transactions between hedgers and speculators. The alternative explanation is that the returns accruing to speculators are a result of the superior forecasting ability processed by speulators. The study examines the characteristics of price movements and net hedging positions in twenty‐nine futures markets.The results of the study are consistent with the presence of both risk shifting to speculators and superior forecasting ability of speculators in futures markets. While the risk bearing explanation may be valid for particular markets under special conditions, forecasting ability may be present in other markets.The implication is useful for investors in determining which markets may reflect ongoing and unidirectional price changes.