The 1979 Educators’ Conference Proceedings is edited by Neil Beckwith, Michael Houston, Robert Mittelstaedt, Kent B. Monroe, and Scott Ward. This volume contains over 140 papers and special presentations, which were presented in five program tracks during the 1979 Marketing Educators’ Conference. The research methodology track has 23 papers on technical research topics such as conjoint analysis, marketing instrument reliability, and validity. The education track has 19 papers taking a rigorous look at teaching methods and new approaches to marketing education. The buyer behavior track has 27 papers on information processing, family decision making, and life style. The marketing management track has 46 papers that focuses on the growing concentration on management issues in marketing, and concerns on marketing practices. The public policy track has 26 papers underscoring the continuing breadth of use for marketing skills and increasing complexity of regulating the marketing place.
Relationship Marketing / Alliances
Relationship Marketing / Alliances Category
1999 SERVSIG Service Research Conference: Jazzing into the New Millennium was edited by Ray Fisk and Liam Glynn. This work is a collection of papers presented at the maiden 1999 conference. The papers cover a broader area of relationship marketing and services marketing strategy. Several authors have explored the nature and strength of relationships among consumers and service organizations, buyer-supplier relationship, consumer loyalty, and recovery programs following core service failures. This volume is also notable for its attention to external consumer perception and satisfaction issues.
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.
Chapter 17: New Product Diffusion: The Interplay of Innovativeness, Opinion Leadership, Learning, Perceived Risk, and Product Attributes
Chapter 17 of Models of Buyer Behavior
New Product Diffusion sheds light on the dynamics of new product diffusion by investigating relationships among four key conceptual variables in three product classes. To determine the relationship between the four variables two hypotheses were created. The results show that early buyers of three new products differ in characteristics from other adopter groups.
Chapter 18 of Models of Buyer Behavior
Repeat Buying of a New Brand reviews three stages essential to supporting the notion that repeat-buying rates are a necessary component in marketing new products. These three stages are measuring behavior, tabulating data, and interpreting data. This information could prove valuable for further market research and forecasting models.
Chapter 19 of Models of Buyer Behavior
The chapter develops a framework for product typology based on both consumer and distributive responses. The goal is to suggest new ways of defining products and brands with a view toward simplification and improving managerial and research decisions. The resulting data provides explanatory relationship between factory shipments and retail sales.
Chapter 20 of Models of Buyer Behavior
An Operational Framework for the Study of Consumer Typology and Process develops an argument that both individual and group perspectives are important, and the advance of explanatory consumer theory should rest on interdisciplinary perspectives. The text produces an operational framework for use in translating complex interdisciplinary conceptual material into testable and significant questions. The paper concludes that both group and individual perspectives have relevant contributions to consumer knowledge.
Chapter 21 of Models of Buyer Behavior
This chapter estimates the prior probability by briefly reviewing the historical perspective of the buyer behavior discipline. Furthermore, the chapter deals with current events that are likely to influence both the direction and velocity of buyer behavior theory. The text provides relevant speculation on the course of buyer behavior theory over the next decade.
Consumerism: New Challenges for Marketing, edited by Norman Kangun and Lee Richardson, is a historical perspective from the 1970s, produced by the American Marketing Association compilation of collected papers presented at an American Marketing Association conference on consumerism, held at Louisiana State University in March 1976.
The papers trace the consumer movement that began in the 1950s. The selected papers by eminent academics analyze various aspects of consumerism like consumer regulation, consumer product safety, and scope of improving government involvement in consumer programs. Also featured is a research on marketing model of gasoline and petroleum products.