Paul F. Anderson was Professor of Marketing at Pennsylvania State University. An outstanding scholar, he was particularly committed to strengthening theoretical base of marketing. His 1982 article, “Marketing, Strategic Planning, and the Theory of the Firm,” is the only one to receive both the JM awards for best theoretical paper and best contribution to marketing practice. His pioneering philosophy of science work advanced a relativist approach to marketing science. This challenged the prevailing positivist empiricists approach that underlay most marketing research and initiated a debate that continues in doctoral seminars to this day. He also did advance research on the marketing/finance interface and on organizational buyer behavior. He died on December 23, 1997.
The 1983 AMA Educators’ Proceedings is edited by Patrick E. Murphy, O.C. Ferrell, Eugene R. Laczniak, Robert F. Lusch, Paul F. Anderson, Terence A. Shimp, Russell W. Belk, and Charles B. Weinberg. This volume consists of 102 papers and special presentations, which were presented in six competitive tracks during the 1983 Marketing Educators’ Conference. The six tracks are Marketing Strategy, Consumer Behavior, Marketing Education, Marketing Mix, Public Policy, and Research Methodology. The papers seek to expand theoretical boundaries of the marketing discipline, refine existing marketing principles, and introduce new perspectives.