Marketing in the 80’s: Changes and Challenges is edited by Richard P. Bagozzi, David W. Cravens, Kenneth L. Bernhardt, Jospeh F. Hair Jr., Paul S. Busch, and Carol A. Scott. This volume is a compilation of proceedings presented at the 1980s Educators’ Conference. The papers focus on the problem and opportunities which would confront marketing in the 1980s. The collection of 124 papers are consolidated in five tracks: research methodology, public policy, marketing management, education, and consumer behavior.
David W. Cravens
David W. Cravens is the Professor of Marketing and the Eunice and James L. West Chair of American Enterprise at Texas Christian University. His research has primarily focused on international/global marketing strategies, new products, and sales force performance.
The goal of the chapter is to examine the marketing strategy-performance relationship, using available findings to identify key variables, relationships, and issues. These findings are incorporated into a proposed marketing-strategy-process conceptual model. Each stage of the process, framework, and critical underlying issues are examined.