1987 AMA Winter Educators’ Conference: Marketing Theory is a collection of proceeding papers. These papers are jointly edited by Russell W. Belk, Gerald Zaltman, Richard Bagozzi, David Brinberg, Rohit Deshpande, A. Fuat Firat, Morris B. Holbrook, Jerry C. Olson, John F. Sherry and Barton Weitz. The papers focus on several conceptual tracks pertaining to marketing theory such as alternative ways of knowing, and sociology of the profession. These papers present new directions of inquiry in these areas as well as in other areas of marketing theory.
Professor David Brinberg teaches Consumer Behavior, Marketing Research, Social Marketing, Social Entrepreneurship, and Foundations of Behavioral Research at the Pamplin College of Business at Virginia Tech. He has doctoral and master degrees from University of Illinois. Dr. Brinberg researches on subjects such as Consumer Decision Making, Social Change, Social Marketing, and Conceptual Foundations of Research.