1974 Combined Proceedings was edited by Ronald C. Curhan. This work contains papers presented at two meetings of the AMA at the 1974 Spring and Fall conferences. The papers reflect the conference themes, New Marketing for Social and Economic Progress and Marketing’s Contributions to the Firm and to Society. The papers deal with a range of issues that are interest to both educators and practitioners, such as market segmentation, consumer protection, buyer behavior, and various aspects of marketing management.
Ronald C. Curhan
Dr. Ronald C. Curhan is a veteran marketing educator. He retired as a Professor Emeritus from School of Management Marketing in Boston University. Dr. Curhan was a professor of marketing for 30 years prior to his appointment as Professor Emeritus in 2000. He serves as President of the Boston University Society of Retired Faculty and Staff. He was a former consultant to both Pepsi and Coca-Cola. He is on the board for the American Jewish Historical Society and the National Foundation for Jewish Culture.