Review of Marketing 1981 is an anthology of 20 papers edited by Ben. M. Enis and Kenneth J. Roering. This work presents a review of developments in the marketing discipline in the 1980s. Written by eminent academics, the papers cover buyer behavior, marketing research and methodology, marketing theory, marketing management, and marketing environment.
Kenneth Roering is Professor of Marketing at the Carlson School of Management at the University of Minnesota. He is a prolific researcher and highly-sought consultant specializing in the market-driven development of new products, commercialization, marketing strategy and planning, and interpersonal and interorganizational relations. He has been at the University of Minnesota since 1981.
Dr. Roering has served as a consultant to companies including 3M, The Pillsbury Company, IDS/American Express, Whirlpool, Cargill, Motorola, and many others. Roering also serves on the boards of directors of both Arctic Cat, Inc. and Transport America and is a past board member at Sheldahl Inc., TSI Inc., Ultimap Inc., Midwest Importers, the Childrens Theater Company, and Mid America Bank.
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.