The 1988 AMA Educators’ Proceedings: Efficiency and Effectiveness in Marketing is a collection of papers edited by Gary Frazier, Charles Ingene, David Aaker, Avijit Ghosh, Tom Kinnear, Sidney Levy, Richard Staelin, and John Summers. The papers are a product of some eminent academic marketers with deep knowledge in efficient and effective marketing. The papers are consolidated into six tracks – Marketing Strategy, Buyer Behavior, Marketing Education, Marketing Management, Public Policy, and Research Methods. This volume also contains the papers presented at six special sessions on diversified topics such as in-store information search in retail marketing, the future of post-positivist methods in marketing, and American-European perspectives in the buyer-seller relationship.
Avijit Ghosh is the Vice President of Technology and Economic Development and Professor of Business Administration at the College of Business at the University of Illinois. He was the Dean at the College of Business at the University of Illinois from 2001-2007. He was formerly the Vice Dean for Professional Programs and the Harold Price Professor of Marketing and Entrepreneurship at Leonard Stern School of Business at New York University until 2001. Professor Ghosh has been teaching the Marketing Strategy course since 1980. He also teaches courses in Retail Management and New Venture Planning. He received Excellence in Teaching Award in 1991.