Competitive Analysis Category
An Assessment of Marketing Thought & Practice: 1982 Educators’ Conference Proceedings, Series No. 48
An Assessment of Marketing Thought & Practice contains proceeding papers from the 1982 Educators conference, intended to familiarize educators with techniques, perspectives, and concepts that can enhance their development as teachers and researchers. This compilation is jointly edited by Bruce J. Walker, William O. Bearden, William R. Darden, Patrick E. Murphy, John R. Nevin, Jerry C. Olson, and Barton A. Weitz. The papers are categorized into 6 tracks parallel to the conference theme, with the award-winning paper featured at the end of each track. The buyer behavior track focuses the influence of ethnic, gender, cross-culture, and personal values in consumer behavior. The marketing education track provides a review on marketing curriculum and teaching methods practiced in the 1980s. The marketing mix and marketing institution track presents a comprehensive collection of papers on retailing, distribution, sales, and sales force management. The marketing strategy and special markets track elaborates on strategies needed to approach and establish in unique markets. The public policy and macromarketing track discusses regulatory issues in marketing and advertising. The research methodology track presents an historic perspective of measurement, analysis, survey methods, and interpretation of marketing research.