Marketing Expansion in a Shrinking World was edited by Betsy D. Gelb. This work contains papers presented at the International Marketing Conference in 1968. It addresses the need for marketing practitioners to do more with less resource in a shrinking world, thanks to international trade and depleting mineral resources. The volume is divided into five sections: the Future of Marketing analyses the future in the perspective of marketing manager, researcher and the social role of marketing itself; the Changing and Shrinking World presents an overview of new age consumers such as working women, trade restriction and other external influence on marketing; Industrial Marketing Insights speaks on specific markets such as services market, capital goods market and touches on issues from non-manipulative selling to sales force integration; and, Improvements in Marketing Research is a review of research practices used in the 1970s with specific note on advertising research, industrial marketing research and social research.
Betsy D. Gelb
Professor Betsy D. Gelb teaches at C.T. Bauer College of Business at the University of Houston. She achieved a doctorate from the same university in management. She teaches marketing strategy and management. Her research interests involve trademark/trade dress issues and other areas where marketing and legal issues meet, health care marketing, and advertising. A co-author of management books, she serves on editorial board of Current Issues and Research in Advertising. She is also a contributor to journals such as Harvard Business Review, MIT Sloan Management Review, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, and others.
Research at the Top is a monograph produced by the American Marketing Association in a series focusing on various forms of marketing research. The authors, Gabriel and Betsy Gelb, are both experienced consultants and marketing researchers. In this monograph, they demonstrate how the creative application of marketing research can provide a factual foundation for determining business and marketing policies.
The topics of discussion include, but are not limited to:
- The importance and relevance of marketing research among policy makers;
- Incorporating research results into policy decision making; and,
- Various approaches and techniques for evaluating and improving policy research.
The authors have provided a comprehensive overview of policy research to serve as a guide for business firms, marketing research agencies, and corporate settings. Through these discussions and real company case histories, the text demonstrates the importance of policy research and its findings to all levels of management.