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.
Marketing Strategy Category
The 1988 Winter Educators’ Proceedings: Marketing: A Return to the Broader Dimensions is edited by Stanley Shapiro and A.H. Walle. This volume contains papers by eminent marketing scholars on broader dimensions of marketing, which encompasses both atypical methodologies and several aspects of marketing that transcend from marketing management to marketing orientation.
A Strategic Approach to Business Marketing was edited by Robert E. Spekman and David T. Wilson. This work is a compilation of proceedings presented at a two-day winter workshop in 1984. These papers were presented by eminent academics, engaged in business-to-business (B2B) marketing and research. The papers cover a full array of activities, products, and services that exist within the business sector, not just industrial marketing.
A M.A.’s Two Big Days is a collection of proceedings presented at the 1946 Spring Conference of the American Marketing Association. The conference discussed myriad topics pertaining to marketing in the 1940s. Besides regular reviewing of marketing research and sales budget, the papers focus on the emergence of free market and consumer panels, as well as their effect on brands in a post-war scenario. Also featured is a discussion on China’s industrialization and its effect in American business.
Add Value to Your Service: The Key to Success was edited by Carol Surprenant. This work is a collection of papers presented at the 1987 conference on services marketing. The papers represent a variety of perspectives on values — from what it means and how to deliver it, from both academic and practitioner point of view. They range in scope from broad-based, theoretical papers to fine-tuned applications.
Advertising Research is one in a series of monographs produced in part by the American Marketing Association focusing on various facets of marketing research. Distinguished consultant and advertising researcher, Neil Holbert, has contributed his keen insight and experience into this study of the advertising research process. The topics of discussion include:
- The multiple reasons behind the ongoing discussions and debates over the nature of advertising research;
- A comprehensive overview of the advertising research process, including a framework of progressive degrees of involvement; and
- An analysis of the obstacles, challenges, and trends defining the research process.
Advertising Research provides a concise yet thorough coverage of research techniques and issues, with the ultimate goal of fostering a greater understanding of its value as a facet of marketing. This monograph is geared towards the primary users of research, the marketing executive. It should be of great use as well to marketing managers hoping to improve their understanding and evaluation of advertising research.
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.
Attitude Research at Sea was edited by Lee Adler and Irving Crespi. This work is a collection of papers on attitude research presented on board the S.S. Ocean Monarch during a cruise to Bermuda in 1966. The papers discuss the application of attitude research techniques to the broad range of marketing and advertising field. Incorporation of conceptual framework, methodology, application, and case studies pertaining to attitude research make this compilation handy for academics and practitioners.
Attitude Research Bridges the Atlantic was edited by Philip Levine. This work is a collection of proceedings held in Madrid, Spain during 1973. Spread out in five sections, these papers were presented by American and European attitude researchers. They discussed attitudes as they relate to the individual, the group, the society, the researcher, and the businessman. There was also a presentation on the Sociology of Attitude Research.
Attitude Research Enters the 80’s was edited by Richard W. Olshavsky. This work is a collection of proceedings presented at the 1980 Attitude Research Conference. The papers present a historic review of trends, usage, and methods of attitude research in the 1980s. Categorized in three parts – part I focuses on new theories, new measures and new modes of data collection prevalent in the 1980s; part II decodes the relationship between attitude and behavior; and, part III explains how attitude research is applied to marketing and public policy.