The 1984 AMA Marketing Educators’ Proceedings were edited by Russell W. Belk, Robert Peterson, Gerald S. Albaum, Morris B. Holbrook, Roger A. Kerin, Naresh K. Malhotra, and Peter Wright. This volume contains 95 papers presented in five tracks – Marketing Education, Marketing Theory and Public Policy, Marketing Management and Strategy, Research Methodology and Issues, and Buyer Behavior. Also featured are the transcripts of special sessions ranging from panel discussion to empirical demonstrations. These session copies cover topics such as the AACSB test of basic marketing knowledge, the use of microcomputers, marketing and consumption of the third world, and projective research methods.
Gerald S. Albaum
Gerald S. Albaum is Research Professor in the Marketing Department at the Robert O. Anderson Schools of Management at the University of New Mexico, Professor Emeritus of Marketing at the University of Oregon, and Senior Research Fellow, IC2 Institute at the University of Texas at Austin. He teaches International Marketing, Marketing Research, and Entering Asian Markets. His research interests include Measurement and Scaling, Issues in Research Methodology, Direct Selling Relationships, Management Style and Decision Making, Foreign Market Entry Strategy, and International Marketing. He has written numerous articles for journals such as Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of the Market Research Society, Psychological Reports, Journal of Retailing, Journal of Business and Journal of Business Research.