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.
John O. Summers
John O. Summers is the Professor Emeritus of Marketing at Kelley School of Business at Indiana University. He earned his bachelors, masters, and doctorate degrees from Purdue University. Today, he is one of the leading experts in the field of marketing research. He has been a member of the editorial board of the Journal of Marketing Research for the last twenty-five years.
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.