The 1979 Educators’ Conference Proceedings is edited by Neil Beckwith, Michael Houston, Robert Mittelstaedt, Kent B. Monroe, and Scott Ward. This volume contains over 140 papers and special presentations, which were presented in five program tracks during the 1979 Marketing Educators’ Conference. The research methodology track has 23 papers on technical research topics such as conjoint analysis, marketing instrument reliability, and validity. The education track has 19 papers taking a rigorous look at teaching methods and new approaches to marketing education. The buyer behavior track has 27 papers on information processing, family decision making, and life style. The marketing management track has 46 papers that focuses on the growing concentration on management issues in marketing, and concerns on marketing practices. The public policy track has 26 papers underscoring the continuing breadth of use for marketing skills and increasing complexity of regulating the marketing place.
Michael J. Houston
Michael J. Houston is the Ecolab-Pierson Grieve Chair in International Marketing and serves as Associate Dean of Global Initiatives at the Carlson School of Management at the University of Minnesota. He also serves as Academic Director for the Center for International Business Education and Research.
Professor Houston was the founding academic director of the Carlson Brand Enterprise, a consultancy that partners top MBA students with insightful faculty on real-world brand projects. He holds a Ph.D. in marketing from the University of Illinois. His research specializes in global branding and cultural differences in consumer behavior, and he serves on the editorial boards of the Journal of Consumer Psychology, International Journal of Research in Marketing, and the Asian Journal of Marketing. He is a past editor of the Journal of Marketing Research.
Marketing Communications: Theory and Research was written by Michael J. Houston and Richard J. Lutz. This work is a collection of papers presented at the AMA’s 1985 Winter Marketing Educators Conference. The papers reflect the diversity of thinking on a variety of topics such as issues, theories, research procedures, and individuals involved in marketing communications.