Product / Brand Management Category
1975 Combined Proceedings, Series No. 37: Marketing in Turbulent Times and Marketing: The Challenges and the Opportunities
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.