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.
Kenneth L. Bernhardt
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: 1776-1976 and Beyond was edited by Kenneth L. Bernhardt. This work is a collection of 1976 Marketing Educators conference proceedings. This massive collection of 126 papers, organized into five tracts: marketing management, research methodology, buyer behavior, macro-marketing, and marketing education which tracks the evolution of marketing over the centuries. Many papers are devoted to social issues, increasing teaching effectiveness, and public policy.
Qualitative Research in Marketing is one in a series of three monographs developed by the American Marketing Association focusing on various forms of marketing research. Assistant Professor Danny Bellenger offers a conceptualization and analysis of several qualitative research techniques that have remained prominent in the marketing community. The topics of discussion include:
- A definition and evaluation of qualitative research as a business research tool;
- An analysis of prominent techniques, such as focus group interviews, depth interviews and projective techniques; and,
- Other aspects of qualitative research, such as sampling, current trends, and analysis.
The text was designed using both scholarly articles and interviews with experienced marketing researchers, blending theoretical and applied concepts. The ultimate goal is to encourage greater discussion and communication among researchers, as well as provide an evaluative tool for managers and consultants.
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.