1987 AMA Winter Educators’ Conference: Marketing Theory is a collection of proceeding papers. These papers are jointly edited by Russell W. Belk, Gerald Zaltman, Richard Bagozzi, David Brinberg, Rohit Deshpande, A. Fuat Firat, Morris B. Holbrook, Jerry C. Olson, John F. Sherry and Barton Weitz. The papers focus on several conceptual tracks pertaining to marketing theory such as alternative ways of knowing, and sociology of the profession. These papers present new directions of inquiry in these areas as well as in other areas of marketing theory.
Rohit Deshpande is Sebastian S. Kresge Professor of Marketing at Harvard Business School. His primary research interest concerns the creation and implementation of customer-centric corporate culture, a topic on which he pioneered published work over 15 years ago, well before the term “customer-centricity” became the strategic focus of leading corporations worldwide. He has published several technical articles, cases, and monographs and was cited in an American Marketing Association study as one of the most highly published full professors in the marketing field. He has served on the Editorial Boards of the Journal of Marketing, the Journal of Marketing Research, the Journal of International Marketing, the International Journal of Research in Marketing, the Journal of Business Research, and the Asian Journal of Marketing.
Professor Deshpande is on the Executive Directors Council of the Marketing Science Institute and recently served on the Board of Directors of the American Marketing Association. Deshpandé has also been a principal in a marketing research consulting firm and an electronics manufacturing company. He is an elected member of Beta Alpha Phi and Omicron Delta Kappa and is listed in Whos Who in America. He has consulted with and taught executive seminars in a variety of organizations in the U.S., Europe, and Asia and has received several recognitions for both executive and MBA teaching.