Marketing and Preventive Healthcare: Interdisciplinary and Inter-organizational Perspectives edited by Philip D. Cooper, William J. Kehoe, and Patrick E. Murphy, is a collection of papers presented at a multi-disciplinary workshop on marketing and preventive healthcare held in Charlottesville, Virginia, USA in March 1977. The compilation gives an historical perspective on the role of marketing in the delivery of healthcare, especially preventive healthcare in the 1970s. One of the papers examines the implementation of family planning program in the 1970s. Also featured is the summary of discussions held at the end of the workshop on topics such as problems and limitations of preventive healthcare and marketing.
Psychology in Media Strategy was edited by Leo Bogart. This work is a collection of papers presented at a 1965 symposium sponsored by the American Marketing Association’s media research committee. These papers and discussion transcripts explain the contribution of experimental psychology in the field of marketing and advertising, as well as open up vast research opportunities in this topic. This volume also contains Dr. Herbert Krugman’s 1965 presidential address before the American Association for Public Opinion Research.
Service Excellence: Marketing’s Impact on Performance is a compilation of papers from the 8th Annual Services Marketing Conference held in 1989. These papers provide insights on five steps to service excellence. The five steps envisaged in this volume are: Service Blueprinting – this section answers the why, how, what, and hows of blueprinting; Managing Information – the papers under this section talk about the analyses employed in interpreting and maximizing the use of research data available, with the aid of technology; Communication – includes case study and techniques for formulating effective promotion and communication strategy; Sales Management – the papers discuss the art of optimizing effectiveness of sales force in a services industry, where the quantification is often intangible; Masterclasses – contains transcripts of a special set of lectures by eminent services marketing professionals on specific industry related subjects such as marketing information system for health maintenance organization, customer satisfaction through sales management, and unique service offering.
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.
The Effect of Information on Consumer and Market Behavior was edited by Andrew A. Mitchell. This work contains papers presented at a 1977 conference on the same theme. The papers consolidate the research and works of leading researchers from the areas of economics, consumer psychology, and public policy, with the focus on understanding the effect of information on consumer and market behavior. The section titled the Effect of Information on Market Behavior contains papers by economists. Papers by consumer psychologists are in the second section, the Effect of Information on Consumer Behavior. The third section, Information and Public Policy, contains papers on related public policy issues. A summary and discussion of the issues raised during the conference is presented in the final section.