An Assessment of Marketing Thought & Practice contains proceeding papers from the 1982 Educators conference, intended to familiarize educators with techniques, perspectives, and concepts that can enhance their development as teachers and researchers. This compilation is jointly edited by Bruce J. Walker, William O. Bearden, William R. Darden, Patrick E. Murphy, John R. Nevin, Jerry C. Olson, and Barton A. Weitz. The papers are categorized into 6 tracks parallel to the conference theme, with the award-winning paper featured at the end of each track. The buyer behavior track focuses the influence of ethnic, gender, cross-culture, and personal values in consumer behavior. The marketing education track provides a review on marketing curriculum and teaching methods practiced in the 1980s. The marketing mix and marketing institution track presents a comprehensive collection of papers on retailing, distribution, sales, and sales force management. The marketing strategy and special markets track elaborates on strategies needed to approach and establish in unique markets. The public policy and macromarketing track discusses regulatory issues in marketing and advertising. The research methodology track presents an historic perspective of measurement, analysis, survey methods, and interpretation of marketing research.
John R. Nevin
Dr. John R. Nevin is an Emeritus Professor at the Wisconsin School of Business. He serves as Executive Director for the Grainger Center for Supply Chain Management at the University of Wisconsin.
His research is primarily concentrated in three managerial-oriented areas of marketing: marketing channels, supply chain management, and marketing strategy. His research has appeared in the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Macromarketing, Journal of Retailing, Journal of Marketing and Public Policy, Journal of Applied Psychology, Journal of Marketing Channels, and Law and Society Review, among others.
His teaching responsibilities include traditional full-time MBA classes on marketing channels, marketing strategy, and supply chain management. He also actively participates in executive development programs and has served as a research consultant or expert witness for a number of organizations.
Professor Nevin has been heavily involved with the American Marketing Association and the International Society of Franchising in a professional service capacity.
Dr. Nevin has previously served as Chair of the Marketing Department and Associate Dean of masters programs. He also served as Executive Director of the Business School’s Center for Brand and Product Management from its inception in 2003 through 2007.
Professor Nevin earned his doctorate in marketing from the University of Illinois. His publications have appeared in the Journal of Marketing, Journal of Marketing Research, Journal of Macromarketing, Journal of Retailing, Journal of Marketing and Public Policy, Journal of Applied Psychology, Journal of Marketing Channels, Law and Society Review, and Journal of Business Venturing, among others.
Professor Nevin also has served on many editorial boards including the Journal of Marketing, Journal of Marketing Channels, Journal of International Marketing, and Journal of Retailing. He currently serves as chair of the Channels and Distribution Management Special Interest Group of the American Marketing Association.