William S. Decker

William S. Decker is Assistant Dean Emeritus of Marketing at the Smeal College of Business at the Pennsylvania State University. He also edited Emerging Concepts in Marketing.

Emerging Concepts In Marketing

Emerging Concepts in Marketing: Proceedings of the Winter Conference of the American Marketing Association

Emerging Concepts in Marketing was edited by William S. Decker. This work contains proceedings of the 1962 Winter Conference. Major emphasis of the papers is on the direction in which marketing is headed in the 1960s. The papers discuss advanced thinking and exploration of new concepts developed largely through industry and university research on market planning and the influence of behavioral sciences on marketing.