The Journal of the Academy of Marketing Science (JAMS) is completing 50 years of publication in 2022. This paper attempts to pay homage to this milestone, demonstrating that JAMS has remained true to its mission, while simultaneously staying current by adapting to the rapidly changing times. Using a multi-method approach (Latent Dirichlet Allocation, Semantic Analysis, and Bibliometric Analysis), we analyze topics and thematic areas, research communities, and their evolution. We identify fifteen main research topics over time (including Firm Performance, Survey Research, Models and Analytical Approaches, Marketing Theory, Sales Management, Marketing Mix, Customer Service, Firm Strategy, Branding, Social Issues and Ethics, Customer Relationship Management, Shopping and Distribution, Channels, Consumer Behavior, and Marketing Communications), along with three central research communities (Advertising, Marketing Strategy, and Customer Satisfaction), which characterize the intellectual structure of the journal. Our analysis also looks at both declining and emerging research interests, suggesting where JAMS could be heading in the future.