The 1988 AMA Educators’ Proceedings: Efficiency and Effectiveness in Marketing is a collection of papers edited by Gary Frazier, Charles Ingene, David Aaker, Avijit Ghosh, Tom Kinnear, Sidney Levy, Richard Staelin, and John Summers. The papers are a product of some eminent academic marketers with deep knowledge in efficient and effective marketing. The papers are consolidated into six tracks – Marketing Strategy, Buyer Behavior, Marketing Education, Marketing Management, Public Policy, and Research Methods. This volume also contains the papers presented at six special sessions on diversified topics such as in-store information search in retail marketing, the future of post-positivist methods in marketing, and American-European perspectives in the buyer-seller relationship.
Channels / Retailing
Channels / Retailing Category
Careers in Marketing is a monograph produced by the American Marketing Association in a series focusing on marketing issues. Distinguished researcher and consultant, Neil Holbert, presents significant career opportunities available to students considering potential careers in the marketing discipline.
This concise yet thorough text provides the following informative discussions:
- Six areas, including sales, advertising, retailing, and brand management, which constitute marketing careers;
- The multiple facets of marketing, including a specific applications and situations, as well as an explanation of the “Marketing Concept”; and,
- The role of academic training in pursuit of a career in marketing.
The author provides concise coverage of various marketing careers in accessible, non-technical language. The ultimate goal is to provide a guide for marketing students intent on furthering their careers in the discipline. The discussions and issues presented by the author make this a valuable tool for educators and students involved in multiple marketing disciplines, such as advertising, market research, and sales representation.
Competitive Structure in Retail Markets: The Department Store Perspective is a revised compilation of papers resulting from a retailing workshop in New York City in April 1979. Stampfl and Hirschman reviewed and edited these papers written by the top names in the field and presented jointly from the American Marketing Association and the New York University’s Institute of Retail Management. These proceedings focus on different ways to address the department store competition with a variety of other stores, as well as the ways and means of improving department stores. The proceedings are a historical perspective describing the role of department stores in retailing in the 1970s.
Effective Marketing Coordination: Proceedings of the Forty-Fourth National Conference of the America
Effective Marketing Coordination was edited by George L. Baker, Jr. This work is a collection of proceedings from the 1961 National Conference of the AMA. These conference papers revolve around the theme of effective marketing coordination. Divided in five parts, the papers present the need and use of coordination in every dimension of marketing. The first part elaborates on coordination within marketing segments such as agriculture marketing, banking and finance marketing, defense marketing, pharmaceutical marketing, and public utility marketing. The second part explains the coordination needed during various stages of marketing planning for consumer and industrial goods and services. The third part explains coordination through control, i.e., while using controllable variables like advertising, packaging, and distribution. The fourth part is all about coordination through uncontrollable variables such as marketing regulation and business atmosphere. Finally, the volume explains the importance of coordination in marketing research be it government data or various form of research such as motivational, attitude, or operations. Also featured is an historic perspective of marketing in the 1970s.
Franchising: The State of the Art is a detailed yet brief analysis of the growth and impact of franchising in the American business community. Renowned author, Donald Hackett, fills the gap left in literature which focuses on the pervasiveness of franchising in business. Real world examples of franchising are examined in three primary ways:
- First, an overview is provided tracing the origin and growth of franchising as a channel system;
- Second, the advantages and limitations of franchising as a channel alternative are compared to classical channel selection criteria; and,
- Lastly, the major trends influencing franchising today, such as the legal environment and ownership trends.
Produced with the assistance of the American Marketing Association, Franchising: The State of the Art is a concise, thorough examination of the evolution and impact of franchising. This monograph will prove an invaluable tool to students and practitioners of marketing research, advertising, and economics.
Table of Contents
- Franchising: An Overview
- Managerial Aspects of Franchising
- Trends in Franchising
Marketing Theory: Philosophy of Science Perspectives, edited by Ronald F. Bush and Shelby D. Hunt, is a collection of papers presented at the Third Special Conference on Marketing Theory held in Texas in February 1982. The papers cover six topics: philosophy of science, general theory, channels of distribution, consumer and industrial buyer behavior, macromarketing, and research methodology. The papers present theoretical structures of marketing discipline capable of generating hypotheses worthy of testing with techniques prevalent during the 1980s.
This work gives insights into the ramifications of distribution by the wholesaler or distributor method. The book focuses on the manufacturer-distributor relationship, the freedom enjoyed by both as well as the mutual tendency to control the other. The characteristic of the wholesaler/distributor model, along with its goal and strategy, setting up the network, and marketing planning is explained in separate chapters.
Minorities and Marketing is a collection of articles designed to further investigations and knowledge of minority marketing research. The primary focus is on the major unresolved issues and problems in the field. In its goal to present relevant methodologies and theories to deal with these issues, the text offers the following discussions:
- Establishing specific fundamental propositions regarding consumer behavior to serve as the foundation for systematic analysis;
- The changes and cause of changes in low-income commercial structures, with particular emphasis on the needs and opportunities for research;
- An overview of public policy alternatives for change in the marketing system with reference to minority groups; and
- A review of the relevant concepts regarding consumer credit decisions, paying particular attention to the question of whether there is a distinct low-income segment of credit users who differ form the general population.
With Minorities and Marketing, an invaluable contribution has been made to the study of consumer behavior and marketing research, particularly in regards to disadvantaged communities and buyers. This insightful and highly relevant text will prove to be a useful research tool for faculty and students of marketing research, consumer behavior, public policy, and economics.
Table of Contents
- Disadvantaged Consumers: Research Dimensions
- Structural Dynamics of the Ghetto Marketplace
- Competition and Economic Dualism in the Ghetto Marketplace
- Clothing, Race, and Consumer Decision Making
- Research Needs in Consumer Credit: The Problems of Low-Income and Minority Consumers
- Marketing System Performance and Minority Consumers: Public Policy Alternatives
The Marketing Revolution: The Proceedings of the Thirty-Seventh Congress of the American Marketing Association
The Marketing Revolution is a collection of 32 papers presented at the 37th National Conference of the AMA in 1955. These papers provide an important contribution to marketing knowledge by elaborating on a wide range of topics such as salesmanship, consumer behavior, brand loyalty, industrial advertising, and consumer information channels. There is also a very helpful case study on marketing policy determination in capital goods industry from a 1950s perspective.