The 1985 AMA Educators’ Proceedings contains papers presented at the annual educators’ conference of the American Marketing Association. The 93 papers are compiled into six tracks: Public Policy and Metamarketing; Marketing Strategy, Planning, and Control; Research Methodology; Marketing Management and Institutions, Buyer Behavior; and, Marketing Education. These papers provide a historical review of marketing academics. Also featured is a white paper entitled, “Policy on Marketing Conference,” in 1984 for the AMA education council.
Gary L. Frazier
Gary L. Frazier, DBA, is the Richard and Jarda Hurd Professor of Distribution Management, School of Business Administration, University of Southern California, Los Angeles. Prior to joining USC in 1984, he was on the marketing faculty at the University of Illinois, Champaign-Urbana.
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.
Contemporary Views on Marketing Practice describes four main issues of marketing practice. Part one focuses on the marketing role in a contemporary business. Part two discusses strategic market planning and implementation. Part three addresses the marketing mix itself with product and price variables. Part four centers on the promotion and place variables. How the marketing managers within the company address these issues will cause the firm to either promote itself, or fail with its customers.
Table of Contents
Click any of the individual chapters listed below to purchase that chapter.
- Broadening the Concept of Marketing Still Further: The Megamarketing Concept
- A Normative Theory of Marketing Practice
- Marketing Theory and Application to the Modern Corporation
- Metamorphosis in Strategic Market Planning
- Analytic Hierarchy Process for Generation and Evaluation of Marketing Mix Strategies
- Examining Marketing Strategy from a Contingency Perspective
- Marketing Strategy Implementation
- Brand Leverage: Strategy for Growth in a Cost-control World
- How Service Needs Influence Product Strategy
- Toward a Theory of New-Product Pricing
- Push and Pull Strategies in Industrial Markets: A Normative Framework
- Integrated Marketing Communications
- The New Electronic Media “Videotex”
Push and Pull Strategies in Industrial Markets develops a conceptual framework of push and pull strategies. The chapter has three objectives: first, clearly define the push and pull strategy; secondly, clarify roles of independent industrial distributors; and lastly, develop a normative framework to assist marketing managers in push and pull strategy.