William D. Stevens was Assistant Professor of Marketing for the Graduate School of Business Administration at New York University in the 1960s. He edited the proceedings Social Responsibilities of Marketing, which was originally published by the American Marketing Association in 1961.
The Social Responsibilities of Marketing: Proceedings of the Winter Conference of the American Marketing Association
December 27, 28, 29, 1961
The Social Responsibilities of Marketing, edited by William D. Stevens, is a compilation of the 1961 Winter Conference proceedings held in New York. In this extensive collection of 69 papers divided in four parts, panelists with differing points of view argue the social responsibilities in marketing as well as in marketing education. Part 1, titled Social Responsibility: the Challenge of Controversy, speaks on social responsibility and ethics in marketing practices as well as government regulation on marketing and social responsibilities of advertising. Part 2, titled Marketing Education: The Challenge of Opportunity, elaborates on stature and scope of marketing education, its necessity to adapt and contribute to the mathematical, behavioral, and methodological disciplines. Part 3, titled International Marketing: The Challenge to Competition, talks about competition in world marketing. This section exhaustively talks about catering to myriad economies with specific case studies of Japan, Egypt, Puerto Rico, and Tropical Africa. Part 4, titled Marketing Structure and Strategy: The Challenge of Change, discusses marketing strategies involved in distribution systems, retailing logistics and in the food stamp plan.