In the early 1970s when there were cries for an outright ban of all advertising to children, the Federal Trade Commission introduced and strictly implemented the Action for Children’s Television (ACT). During this time, Children’s Television Advertising was written by Thomas E. Barry. This work put together most of the research of the time and presented it in one volume on children’s television advertising, of investigation, and enforcement in the field of marketing at a time when the ACT was enforced.
Market Information and Research in Fashion Management, edited by Elizabeth A. Richards and David Rachman, is a collection of papers presented at a symposium on market information and research in fashion management in 1976. These papers explore the possibility of systematic marketing management within the apparel manufacturing and retailing segment of the New York business communities in the late 1970s.
The proceedings are divided into three main sections: manufacturers, retailers, and marketing information. While the first two sections provide a first-person account on the problems and opportunities in the fashion business, the third section provides the technical aspects and advantages of using an marketing information system in fashion business.
Marketing Concepts in Changing Times was edited by Richard M. Hill. This work contains papers and remarks of those who participated in the 42nd National Conference of American Marketing Association. The papers present a historic perspective of marketing in the 1960s. The papers cover a wide range of topics such as international marketing, government’s role in marketing, marketing research, industrial marketing, marketing theory, marketing and sales education. The transcript of two panel discussions advertising education and sales education are also available. These discussions aim to close the gap between the academic and practical use of sales and advertising.
The Economic Effects of Franchising is based on a report generated for the United States Senate Small Business Committee in 1970 entitled, “Impact of Franchising on Small Business.”
This original report resulted in lengthy hearings of franchising issues and opportunities, focusing on the fast food industry. Ozanne and Hunt continued researching the focus of this work and completed their studies in 1971 to produce The Economic Effects of Franchising for Congress and the public. This work discusses, step by step, from researching the franchise and its characteristics, to signing a franchise agreement and training its employees, and the revenue generated to owning a franchise.
Table of Contents
- Summary and Conclusion
- The Structure of the Fast Food Franchising Industry
- The Fast Food Franchisee: Characteristics, Recruitment, Installation, and Training
- The Operation of Fast Food Franchised Business
- Minority Participation in Franchising
- The Fast Food Franchise Agreement
- Commentary on Fast Food Franchise Agreements
- Convenience Grocery and Laundry/Dry Cleaning Franchising
- Research and Design Methods
Theoretical Development in Marketing, edited by Charles W. Lamb, Jr. and Patrick M. Dunne, is a part of proceeding series published by the American Marketing Association. This work is a collection of 65 papers which were presented at the Special Educators Conference held in Phoenix during February 1980. Spread across 23 chapters that begins with a retrospective of Wroe Alderson – the father of marketing theory, these papers examine the niche areas of marketing such as pricing, distribution, channels, customer satisfaction, promotion, and sales management, as well as the marketing system in total, besides a special focus on the interrelationships of various marketing components.
Contemporary Views on Marketing Practice describes four main issues of marketing practice. Part one focuses on the marketing role in a contemporary business. Part two discusses strategic market planning and implementation. Part three addresses the marketing mix itself with product and price variables. Part four centers on the promotion and place variables. How the marketing managers within the company address these issues will cause the firm to either promote itself, or fail with its customers.
Table of Contents
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- Broadening the Concept of Marketing Still Further: The Megamarketing Concept
- A Normative Theory of Marketing Practice
- Marketing Theory and Application to the Modern Corporation
- Metamorphosis in Strategic Market Planning
- Analytic Hierarchy Process for Generation and Evaluation of Marketing Mix Strategies
- Examining Marketing Strategy from a Contingency Perspective
- Marketing Strategy Implementation
- Brand Leverage: Strategy for Growth in a Cost-control World
- How Service Needs Influence Product Strategy
- Toward a Theory of New-Product Pricing
- Push and Pull Strategies in Industrial Markets: A Normative Framework
- Integrated Marketing Communications
- The New Electronic Media “Videotex”