The Broadening Perspective of Marketing was edited by Joseph C. Seibert. This work contains a set of papers presented at Golden Triangle Conference held at Pittsburgh in 1956. These papers present a historic perspective of marketing in the 1950s, from hopes, threats, regulation, consumers, technology, and the future. The discussions also touched upon specific issues such as high level consumption pattern, marketing plan for the suburbs, as well as the role of money and credit in marketing.
Joseph C. Seibert
Joseph C. Seibert was a well-respected Professor of Marketing at Miami Farmer University School of Business. He also edited the proceedings Broadening Perspective of Marketing: Proceedings of the Golden Triangle Conference of the American Marketing Association in 1956.
In 1947, Professor Joseph Seibert created “Oxford Research Associates”, a quasi-consultancy that provided the opportunity for Miami business students to work on projects for outside companies, such as surveying people on the difference of using butter versus margarine with the yellow food coloring packet.