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.
Robert A. Mittelstaedt
Robert A. Mittelstaedt is an Emeritus Professor of Marketing at the College of Business Administration at the University of Nebraska-Lincoln. He received his BS from the University of South Dakota in 1958, his MA from the University of Arizona in 1960, and his Ph.D. from the University of Minnesota in 1966. His research interests include the nature of competition, the structure of distribution systems and the use of incentives within those systems, the diffusion of innovations, and intellectual property protection. His teaching interests are macromarketing, public policy, and strategy.