Marketing Strategy Category
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.