Purpose - This "viewpoint" article aims to chronicle the history and evolution of the Journal of Services Marketing from 1987 through 2011, from the vantage point of Professor Charles L. Martin, who served on the journal's Editorial Advisory Board from 1987-1990 and as Editor from 1990 to the present day. Design/methodology/approach - The article summarizes the events and publisher's philosophy leading up to the founding of the journal, and discusses the policies/practices and content of the journal from 1987 through 2011. Findings - The journal has evolved as the field of services marketing has evolved - from many conceptual, "how to" and idea articles to those more empirically-based and theory-driven. However, the journal's commitment to managerial implications or other implications continues. Practical implications - Understanding the history and evolution of the journal promises to help service researchers better understand the field's archives, identify gaps in the literature and position their research for the future. The paper promises to help service researchers and business practitioners alike to understand that the field of services marketing is not static; rather it has evolved and developed over the years and will continue to do so in the future. Originality/value - It is useful for any organization - including journals - to periodically document and reflect on its history in order to set its sights on the future.