Product / Brand Management Category
Frontiers in Marketing Thought: Contributed Papers, Conference of The American Marketing Association
Frontiers in Marketing Thought was edited by Stewart H. Rewoldt. This work contains papers presented at the Conference of American Marketing Association in 1954. The papers focus on the content of broadly based marketing concepts rather than how to teach marketing perspective. Designed specifically for marketing teachers, the papers also aid other marketing personnel by providing insights on physical handling, discount selling, value added marketing, branding, motivation research, and a comprehensive round up on research in marketing.