The 1984 AMA Marketing Educators’ Proceedings were edited by Russell W. Belk, Robert Peterson, Gerald S. Albaum, Morris B. Holbrook, Roger A. Kerin, Naresh K. Malhotra, and Peter Wright. This volume contains 95 papers presented in five tracks – Marketing Education, Marketing Theory and Public Policy, Marketing Management and Strategy, Research Methodology and Issues, and Buyer Behavior. Also featured are the transcripts of special sessions ranging from panel discussion to empirical demonstrations. These session copies cover topics such as the AACSB test of basic marketing knowledge, the use of microcomputers, marketing and consumption of the third world, and projective research methods.
Peter Wright is Professor Emeritus of Marketing at Lundquist College of Business at the University of Oregon. He has also been a visiting scholar at the Harvard Business School and a faculty member at the University of Illinois. Dr. Wright has been president and director of the Association for Consumer Research and a long-time member of the editorial review board for the Journal of Consumer Research.
His research focuses on consumer information processing and decision making regarding innovative products or services, and on knowledge of consumers and managers about advertising and sales tactics. He has consulted with dozens of corporations, government agencies, and consumer advocacy groups on issues concerning consumer behavior and protection, marketing and advertising strategy, new product development, and marketing research.
Dr. Wright received his PhD from Pennsylvania State University, his MBA from the University of Virginia, and his BA from North Carolina University.