Marketing in Turbulent Times and Marketing: the Challenges and Opportunities, edited by Edward M. Mazze, is a 1975 Combined Proceeding Series brought out by the AMA. This volume of papers presented at the American Marketing Association conference held in Chicago and Rochester in 1975. This large collection of over 150 papers integrated in a single document represents the historical perspective of important thinking on all of the major areas of marketing practice and education. The papers are divided into 13 parts covering every aspect of marketing planning and design to sales management, including challenges to marketing managers and marketing educators. Each part is further divided into sub-sections, thus categorizing this volume into specific topics of interests catering to the changing role of marketing, which was passing through a transition phase in the 1970s.
Product / Brand Management
Product / Brand Management 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.
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.
Attitude Research in Transition was edited by Russel I. Haley. This work is a collection of proceedings by the same name in 1971. The papers discuss the early 1970s perspective of both the changes that are taking place in attitude research and the ways in which attitude research can be used in a rapidly changing world. The papers are categorized into 5 sections comprising need for marketing management, attitude change management, role of qualitative research, product positioning through attitudinal research, and a review on marketing models of the 1970s.
Careers in Marketing is a monograph produced by the American Marketing Association in a series focusing on marketing issues. Distinguished researcher and consultant, Neil Holbert, presents significant career opportunities available to students considering potential careers in the marketing discipline.
This concise yet thorough text provides the following informative discussions:
- Six areas, including sales, advertising, retailing, and brand management, which constitute marketing careers;
- The multiple facets of marketing, including a specific applications and situations, as well as an explanation of the “Marketing Concept”; and,
- The role of academic training in pursuit of a career in marketing.
The author provides concise coverage of various marketing careers in accessible, non-technical language. The ultimate goal is to provide a guide for marketing students intent on furthering their careers in the discipline. The discussions and issues presented by the author make this a valuable tool for educators and students involved in multiple marketing disciplines, such as advertising, market research, and sales representation.
Competitive Structure in Retail Markets: The Department Store Perspective is a revised compilation of papers resulting from a retailing workshop in New York City in April 1979. Stampfl and Hirschman reviewed and edited these papers written by the top names in the field and presented jointly from the American Marketing Association and the New York University’s Institute of Retail Management. These proceedings focus on different ways to address the department store competition with a variety of other stores, as well as the ways and means of improving department stores. The proceedings are a historical perspective describing the role of department stores in retailing in the 1970s.
Customer Satisfaction: Focus on the Customer is a special presentation of The American Marketing Association’s Worth Repeating Series. The presentations are actual transcriptions of speeches made at the Second Congress on Customer Satisfaction held in Florida in 1992. Each part of the book highlights the role needed to be played by business values such as Leadership, Human Resources, Research Measurement, Profitability, Product Quality, and Service Quality in winning the customer’s satisfaction.
Dynamic Marketing for a Changing World: Proceedings of the 43rd National Conference of the American Marketing Association
Dynamic Marketing for a Changing World edited by Robert S. Hancock is a proceeding compilation of the 1960 National Conference of the AMA. The 52 topics discussed are broadly classified into five parts, excluding the special luncheon addresses. Markets and Market Problems in the Changing World discusses various marketing issues in specific verticals such as agriculture, goods and services, international marketing, and government relations. Marketing Management, Intelligence and Education addresses concerns of the topics stated in the title. Industrial Marketing involves detailed analysis on distribution channels, industrial buying decision, and sales forecasting. Marketing Research discusses research conducted in various stages such as product planning, new product development, advertising, consumer research, international marketing research, and incorporation of census data in marketing research. A collection of Special Interest Topics are also featured. This includes women as target audience, public utility marketing, and new product function.
Effective Marketing Coordination: Proceedings of the Forty-Fourth National Conference of the America
Effective Marketing Coordination was edited by George L. Baker, Jr. This work is a collection of proceedings from the 1961 National Conference of the AMA. These conference papers revolve around the theme of effective marketing coordination. Divided in five parts, the papers present the need and use of coordination in every dimension of marketing. The first part elaborates on coordination within marketing segments such as agriculture marketing, banking and finance marketing, defense marketing, pharmaceutical marketing, and public utility marketing. The second part explains the coordination needed during various stages of marketing planning for consumer and industrial goods and services. The third part explains coordination through control, i.e., while using controllable variables like advertising, packaging, and distribution. The fourth part is all about coordination through uncontrollable variables such as marketing regulation and business atmosphere. Finally, the volume explains the importance of coordination in marketing research be it government data or various form of research such as motivational, attitude, or operations. Also featured is an historic perspective of marketing in the 1970s.