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Misconceptions abound about the nature of mature market segments. Marketing to mature consumers does not mean marketing to the elderly, or to the poor. Our aging population is in a state of transition where long extensions of productive working lives will reshape product and market opportunities. Mature market segments represent growth markets with high discretionary consideration. While a significantly larger proportion of mature households will enjoy substantial income increases, their economic well‐being is more directly associated with wealth, assets, and financial obligations. Their consumption behavior is shaped by the existence of a mate, and their physical and psychological mobility.

Japanese and American marketing executives have different perceptions of Japanese marketing approaches, concepts and strategies. Differences in perceptions of Japanese market protection, superpower status, government assistance, Westernisation, competition, organisation, consumers and decisions are investigated.

The purpose of this paper is to describe the author’s serendipitous career and provide some lessons that might be of value to those pursuing the academic mission: teaching, research and service.

The method involves primary sources; mainly the author’s CV to jog recall of events and dates, some of his articles and the teachings and writings of many others that influenced or inspired various aspects of the author’s career.

The author’s experiences affirm that to achieve any degree of success in the professoriate, in addition to having some talent it is also helpful to be lucky. There is a lot to navigate at a university. Opportunities exist at every turn, some noticed some missed. When recognized, be prepared. Being a professor is not what you do, it is who you are. Preparation for an academic career involves becoming a self-improvement project (essentially, a life-long student learning lessons). It requires developing expertise (preferably excellence) in some field of study, as well as resourcefulness, resilience and perseverance.

Each individual’s story is unique. The author’s path seems to have included more twists and turns than most. Consequently, he tried to highlight the experiences with lessons learned in most sections, some obvious some less so, which he expects (at least hopes) will prove valuable to future educators.

The purpose of this article is to describe the life and contributions to the marketing discipline of Theodore N. Beckman whose academic career at the Ohio State University spanned some 50 years.

This research used traditional historical interpretation of rare archival documents, depth interviews of two of Beckman's former students, and analysis of Beckman's published work.

The findings are reported as an intellectual biography. The paper reports on Beckman's life and career as an eminent marketing scholar.

Little biographical research has been published in the marketing discipline and to date only a brief sketch of Beckman was published in the Journal of Marketing in 1965.

This paper aims to introduce a special issue of the Journal of Historical Research in Marketing which includes autobiographical sketches by leading scholars in the history of marketing and consumer research.

A brief review of the (auto)biographical tradition in marketing scholarship leads to a commentary on the four accounts in this issue.

Highlights of the four portraits are presented and insights into their authors’ lives and careers are offered.

The authors hope this introductory article whets readers’ appetites to learn more about the four contributors whose careers and personal lives are explicated for their consumption.

This paper seeks to record the author's personal reflections on his career as a marketing scholar.

Personal reflections are provided in an autobiographical approach.

The author's career as a student, teacher, and scholar are described in some detail.

This paper records events and memories that might otherwise be forgotten. No other such account has been published of William Lazer's career.

The purpose of this paper is to record the author’s personal reflections on his career as a marketing scholar.

Personal reflections in an autobiographical approach.

The author’s career as student, teacher and scholar is described in some detail.

The paper records events and memories that might otherwise be forgotten. No other such account has been published of Christian Grönroos’s career.

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.