Channels / Retailing

Theoretical Development in Marketing, edited by Charles W. Lamb, Jr. and Patrick M. Dunne, is a part of proceeding series published by the American Marketing Association. This work is a collection of 65 papers which were presented at the Special Educators Conference held in Phoenix during February 1980. Spread across 23 chapters that begins with a retrospective of Wroe Alderson – the father of marketing theory, these papers examine the niche areas of marketing such as pricing, distribution, channels, customer satisfaction, promotion, and sales management, as well as the marketing system in total, besides a special focus on the interrelationships of various marketing components.