William D. Perreault

William D. Perreault, Jr. is the William R. Kenan Jr. Distinguished Professor at Kenan-Flagler Business School at the University of North Carolina in Chapel Hill. He is internationally recognized for his work in marketing strategy and research. He is a recipient of the American Marketing Association (AMA) Distinguished Educator Award, the highest honor in his field. His professional service includes a term as editor of the Journal of Marketing Research and as a trustee of the Marketing Science Institute.

Dr. Perreault also served as chair of an advisory committee to the U.S. Bureau of the Census and worked as an expert witness on research design to the Federal Trade Commission. He is the recepient of 2008 Lifetime Achievement Award by the AMA for long-term contributions to research on sales and sales management. His best known book is Basic Marketing: A Global-Managerial Approach (McGraw-Hill/Irwin, 16th edition), a text that is available in a number of languages and used at universities around the world.

Previously, Dr. Perreault has taught at the University of Georgia, Stanford University, and Cambridge University. He has worked as a consultant to a number of corporations and government agencies.

The Changing Marketing Environment

The Changing Marketing Environment: New Theories and Applications, 1981 Educators’ Conference Proceedings

The Changing Marketing Environment: New Theories and Applications is a collection of proceedings edited by Kenneth L. Bernhardt, Ira Dolich, Michael Etzel, William Kehoe, Thomas Kinnear, William Perreault, Jr., and Kenneth Roering. The volume contains 121 papers presented at 1981 Educators Conference. The papers are classified into 5 tracks: marketing management, buyer behavior, public policy, research methodology, and marketing education.

The Marketing Management Track contains papers reviewing the several aspects of marketing management with respect to the 1980s scenario. This includes subjects such as social marketing, usage of technology in marketing, product strategy, international marketing management, and retail marketing strategy.

The Buyer Behavior Track papers attempt to understand and review the behavior of consumers, their attitude and intention, the influence of family in decision making, brand preference, and consumer satisfaction as well as peer and group influence on consumers.

The Public Policy Track discusses the effectiveness and impact of using advertising and marketing to propagate public services. This also includes adhering rules laid by the government for such marketing practices. Topics cover issues such as advertising legal and medical services, energy conservation propaganda, elections and campaign finance, and influence of deceptive advertisements.

The Research Methodology Track reviews some popular marketing research models of the 1980s. The effect and scope of improvement in these models when used in micro-segment analysis, consumer preference analysis, time series analysis and competitive analysis are elaborated. The effectiveness of data collection methods such as mail surveys, telephonic surveys, personal data collection, and issues related to privacy and anonymity are also presented.

The Marketing Education Track contains papers relating to the academic side of marketing. These papers evaluate the educational practice and curriculum of the 1980s, and suggest the improvisation in terms of course content and teaching methods. The papers aim at infusing some intellectual medicine for tired professional blood.