Contemporary Marketing Thought was edited by Barnett A. Greenberg and Danny N. Bellenger. This work is a collection of 107 papers and 54 abstracts presented at the 1977 Marketing Educators’ Conference. The conference discussed a variety of topical issues with respect to marketing studies such as consumer behavior research, consumer choice behavior, advertising allocation, marketing and society, marketing education, corporate social responsibility, as well as retailing studies. The papers attempt to cater to every aspect of marketing with a special focus of academics.
Danny N. Bellenger
Dr. Danny N. Bellenger is currently the Professor Emeritus of Marketing at the University of Alabama. Formerly, he was the Chair of the Marketing Department of the Robinson College of Business at Georgia State University, as well as a Professor and Department of Marketing Research Fellow. He received his Ph.D, MS, and BS from the University of Alabama. His specializations include marketing theory, marketing management, sales management, and retailing management.
Bellenger’s research interests focus on organizational socialization, motivation, job satisfaction and retail shopping behavior. He has published numerous articles in journals such as Journal of Marketing Research, Journal of Marketing, Journal of Retailing and Journal of Business Research. He has co-authored eight textbooks and monographs and is also the author of more than 40 cases. Before joining Georgia State, Bellenger was the dean of the College of Business at Auburn University.
Qualitative Research in Marketing is one in a series of three monographs developed by the American Marketing Association focusing on various forms of marketing research. Assistant Professor Danny Bellenger offers a conceptualization and analysis of several qualitative research techniques that have remained prominent in the marketing community. The topics of discussion include:
- A definition and evaluation of qualitative research as a business research tool;
- An analysis of prominent techniques, such as focus group interviews, depth interviews and projective techniques; and,
- Other aspects of qualitative research, such as sampling, current trends, and analysis.
The text was designed using both scholarly articles and interviews with experienced marketing researchers, blending theoretical and applied concepts. The ultimate goal is to encourage greater discussion and communication among researchers, as well as provide an evaluative tool for managers and consultants.