Ira J. Dolich

Ira J. Dolich is Adjunct Professor of Marketing at Southwestern University, Visiting Professor of Marketing at Florida International University, and Professor Emeritus of Marketing at Drake University where he served as Dean of the College of Business and Public Administration. His most recent consulting interests are in the areas of strategic and annual marketing planning and teaches computer simulation based courses in these areas. He has served as an expert witness in employment, business organization and marketing issues litigation. His board memberships include many years on American Marketing Association chapter boards, vice president of the board of an employee assistance program and of the Insurance Foundation.

Professor Dolich was most recently an Opticon Medical Inc. Board Member. He is currently a resident member of the Board of Directors of Sun City Texas in Georgetown, Texas. He has published articles in many of the leading Marketing journals. He is co-author of Analysis and Decision Making: Cases for Marketing Management. He has been recognized as an expert in academic marketing research on the self concept and in the use of microcomputers in marketing education. He was recently engaged in the development of an Internet based principles of marketing course to be delivered on-line by FIU.

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The Changing Marketing Environment

The Changing Marketing Environment: New Theories and Applications, 1981 Educators’ Conference Proceedings

The Changing Marketing Environment: New Theories and Applications is a collection of proceedings edited by Kenneth L. Bernhardt, Ira Dolich, Michael Etzel, William Kehoe, Thomas Kinnear, William Perreault, Jr., and Kenneth Roering. The volume contains 121 papers presented at 1981 Educators Conference. The papers are classified into 5 tracks: marketing management, buyer behavior, public policy, research methodology, and marketing education.

The Marketing Management Track contains papers reviewing the several aspects of marketing management with respect to the 1980s scenario. This includes subjects such as social marketing, usage of technology in marketing, product strategy, international marketing management, and retail marketing strategy.

The Buyer Behavior Track papers attempt to understand and review the behavior of consumers, their attitude and intention, the influence of family in decision making, brand preference, and consumer satisfaction as well as peer and group influence on consumers.

The Public Policy Track discusses the effectiveness and impact of using advertising and marketing to propagate public services. This also includes adhering rules laid by the government for such marketing practices. Topics cover issues such as advertising legal and medical services, energy conservation propaganda, elections and campaign finance, and influence of deceptive advertisements.

The Research Methodology Track reviews some popular marketing research models of the 1980s. The effect and scope of improvement in these models when used in micro-segment analysis, consumer preference analysis, time series analysis and competitive analysis are elaborated. The effectiveness of data collection methods such as mail surveys, telephonic surveys, personal data collection, and issues related to privacy and anonymity are also presented.

The Marketing Education Track contains papers relating to the academic side of marketing. These papers evaluate the educational practice and curriculum of the 1980s, and suggest the improvisation in terms of course content and teaching methods. The papers aim at infusing some intellectual medicine for tired professional blood.

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