Robert A. Peterson is the Associate Vice-President for Research in the Department of Marketing Administration at the Red McCombs School of Business at the University of Texas in Austin. He holds the distinguished John T. Stuart III Centennial Chair in Business. He is also a Charles E. Hurwitz Centennial Fellow, and a Richard Seaver Centennial Fellow. In addition, he is the Research Integrity Officer, a position which allows him to oversee and ensure the scholarly conduct of all involved in research projects.
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.