Increasing Marketing Productivity and Conceptual and Methodological Foundations of Marketing, edited by Thomas V. Greer, is a 1973 Combined Proceedings brought out by the AMA. The papers featured in this volume were presented at the 1973 Spring Conference at St. Louis and 1973 Fall Conference at Washington D.C. The papers present practical and conceptual materials on significant aspects of marketing activity. A majority of papers deal with objectives and methods of teaching. There are several papers on multinational marketing. Other major groupings of papers include marketing management, buyer behavior, research methodology, and social issues.
Thomas V. Greer
Thomas V. Greer is Professor Emeritus at Robert H. Smith School of Business at University of Maryland. He is recognized globally for his research and expertise in international marketing. He has taught and conducted research in Europe, Asia, Africa, South America, and Australia. His research has been published in leading journals, including the Journal of Marketing, the Journal of Retailing, and the Journal of Global Marketing. Professor Greer has been a member of the editorial review boards of Advances in International Marketing, the Journal of Global Marketing, the Journal of African Business, and the Journal of International Food and Agribusiness.