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1973 Increasing Marketing Productivity

1973 Combined Proceedings: Increasing Marketing Productivity and Conceptual and Methodological Foundations of Marketing

Increasing Marketing Productivity and Conceptual and Methodological Foundations of Marketing, edited by Thomas V. Greer, is a 1973 Combined Proceedings brought out by the AMA. The papers featured in this volume were presented at the 1973 Spring Conference at St. Louis and 1973 Fall Conference at Washington D.C. The papers present practical and conceptual materials on significant aspects of marketing activity. A majority of papers deal with objectives and methods of teaching. There are several papers on multinational marketing. Other major groupings of papers include marketing management, buyer behavior, research methodology, and social issues.

1974 Combined Proceedings

1974 Combined Proceedings, Series No. 36

1974 Combined Proceedings was edited by Ronald C. Curhan. This work contains papers presented at two meetings of the AMA at the 1974 Spring and Fall conferences. The papers reflect the conference themes, New Marketing for Social and Economic Progress and Marketing’s Contributions to the Firm and to Society. The papers deal with a range of issues that are interest to both educators and practitioners, such as market segmentation, consumer protection, buyer behavior, and various aspects of marketing management.

Efficiency And Effectiveness In Marketing

1988 AMA Educators’ Proceedings: Efficiency and Effectiveness in Marketing

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.

Advertising And The Public Interest

Advertising and the Public Interest

Divita assembled Advertising and the Public Interest from selected papers of the Advertising and the Public Interest Conference held in Washington, D.C. in May 1973. These papers are written by top names in the field, such as George S. Day, Francesco Nicosia, John A. Howard, and John G. Myers. These papers begin by discussing the 1971 FTC Hearings and move on to discuss all the differing aspects of advertising. Some of the perspectives focus on how television changed advertising, how adult and children consumers feel about the new roles advertising took on in the early 1970s, and new avenues for advertising research.

Disadvantaged Consumers Research Dimensions

Chapter 1: Disadvantaged Consumers: Research Dimensions

Chapter 1 of Minorities and Marketing: Research Challenges

The authors’ objective is to establish specific fundamental propositions, regarding consumer behavior, to serve as the foundation for a systematic analysis of disadvantaged consumers. The chapter provides a framework to be used by future researchers in making systematic contributions to knowledge of low-income consumers. The chapter advocates the use of theoretical constructs and the specific propositions analyzed in the text for improved research on the disadvantaged consumer.

Models Of Buyer Behavior

Chapter 12: Food Shopping Behavior of Low-Income Households

Chapter 12 of Models of Buyer Behavior

Food Shopping Behavior of Low-Income Households is divided into two parts: a study of food shopping behavior and a study of prices paid. In both studies, socioeconomic status of the household is the explanatory variable. The final data is highly useful in determining the prices paid and shopping consumption of a range of household incomes.

Structural Dynamics Of Ghetto Marketplace

Chapter 2: Structural Dynamics of the Ghetto Marketplace

Chapter 2 of Minorities and Marketing: Research Challenges

The authors focus on change and the causes of change in low-income commercial structures. Particular emphasis is placed on the needs and opportunities for research in these areas. The authors attempt to demonstrate the importance of these structural dynamics in the understanding of the minority marketplace.

Competition and Economic Dualism in the Ghetto Marketplace

Chapter 3: Competition and Economic Dualism in the Ghetto Marketplace

Chapter 3 of Minorities and Marketing: Research Challenges

The chapter’s primary concern is that market competition in low-income areas has never been modeled. Consequently, there still exist no adequate market models of these areas from which analytic and prescriptive statements can be made. The paper details three topics that are necessary prerequisites for future examinations, which are: competition and performance, the competitive structure of the ghetto, and implications for improvement.

Clothing, Race, and Consumer Decision Making

Chapter 4 – Clothing, Race, and Consumer Decision Making

Chapter 4 of Minorities and Marketing: Research Challenges

The authors suggest a range of hypotheses that may explain why blacks allocate a dominating portion of their income to clothing than do whites. The purpose is to draw together the major arguments about race and consumption and to outline major sets of determinants that merit research. Also discussed is the importance of this research to policy makers and private sectors, as well as possible future uses.

Marketing Minority Consumers Public Policy Alternatives

Chapter 6 – Marketing System Performance and Minority Consumers: Public Policy Alternatives

Chapter 6 of Minorities and Marketing: Research Challenges

The chapter presents an overview of public policy alternatives for change in the marketing system with reference to minority groups. The focus is on consumer, marketer, and system-change programs, policies, and other efforts designed to improve marketing system performance. An integral part of the discussion are the requirements and prospects for change and improvement.

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