Kenneth L. Bernhardt is the Special Assistant to the Dean, Regents’ Professor, and Taylor E. Little, Jr. Professor of Marketing at Georgia State University. He earned his B.S. from Washington and Lee University, his M.B.A. from Harvard University and his Ph.D. from the University of Michigan. He has published numerous books, monographs, and articles in leading marketing journals, including Journal of Marketing and Public Policy, Marketing and American Education Research Journal, and Journal of Retailing. His current research involves consumer attitudes and behavior, public policy, product management and services marketing. He is a former president of the Association for Consumer Research and is former chairman of the American Marketing Association.
Marketing in the 80’s: Changes and Challenges is edited by Richard P. Bagozzi, David W. Cravens, Kenneth L. Bernhardt, Jospeh F. Hair Jr., Paul S. Busch, and Carol A. Scott. This volume is a compilation of proceedings presented at the 1980s Educators’ Conference. The papers focus on the problem and opportunities which would confront marketing in the 1980s. The collection of 124 papers are consolidated in five tracks: research methodology, public policy, marketing management, education, and consumer behavior.