George L. Baker, Jr. was Assistant Professor of Marketing at the University of Southern California in the 1960s. Professor Baker also edited Effective Marketing Coordination: Proceedings of the Forty-Fourth National Conference of the America, which was originally published in 1961 by the American Marketing Association.
Effective Marketing Coordination: Proceedings of the Forty-Fourth National Conference of the America
Effective Marketing Coordination was edited by George L. Baker, Jr. This work is a collection of proceedings from the 1961 National Conference of the AMA. These conference papers revolve around the theme of effective marketing coordination. Divided in five parts, the papers present the need and use of coordination in every dimension of marketing. The first part elaborates on coordination within marketing segments such as agriculture marketing, banking and finance marketing, defense marketing, pharmaceutical marketing, and public utility marketing. The second part explains the coordination needed during various stages of marketing planning for consumer and industrial goods and services. The third part explains coordination through control, i.e., while using controllable variables like advertising, packaging, and distribution. The fourth part is all about coordination through uncontrollable variables such as marketing regulation and business atmosphere. Finally, the volume explains the importance of coordination in marketing research be it government data or various form of research such as motivational, attitude, or operations. Also featured is an historic perspective of marketing in the 1970s.