Research Frontiers in Marketing: Dialogues and Directions was edited by Subhash C. Jain. This work contains papers presented at the 1978 Educators Conference held in Chicago. This volume is an impressive collection of scholarship. From the viewpoint of the field of marketing as a whole, this work is considered the best single representation of the state-of-the-art in educational marketing research for the years 1977-78. Proceedings by eminent academics and researchers segmented in 11 chapters, address a vast range of marketing research related portfolios such as consumer preference and choice models, management planning and decision models, market measurement and information systems, organizational buying behavior, consumer behavior research, behavioral research methods, marketing management, macromarketing, marketing practices, and marketing education.
Subhash C. Jain
Subhash C. Jain is Professor of International Marketing at the School of Business and the Director for the Center of International Business Education and Research at the University of Connecticut. His teaching, consulting, and research activities include marketing strategy and multinational marketing.
He is the author of more than 100 publications, including articles in Journal of Marketing Research, Journal of Marketing, Journal of International Marketing; Journal of Economic Abstracts, Long Range Planning, Journal of Applied Psychology, and Columbia Journal of World Business. Dr. Jain has served on the Editorial Review Board of the Journal of Marketing, Journal of International Business Studies, and Journal of the Academy of Marketing Science. Currently, he serves on the Editorial Boards of International of International Marketing Review, Journal of Global Marketing, and Journal of International Marketing.
Professor Jain is an active member of a number of professional organizations, including the American Marketing Association and the Academy of International Business.