1979 Educators’ Conference Proceedings, Series #44


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.


Book Information

Pages: 662
Published: 1979
New Copyright: 2012
ISBN: 9781613113158
Categories:, , , , ,
Authors:, , ,

Author information

Kent B. Monroe Kent B. Monroe

Professor Kent B. Monroe is a Visiting Distinguished Scholar in Marketing at the Robins School of Business at the University of Richmond in Richmond, Virginia. He teaches courses in pricing strategy and tactics, marketing management, and research methods.

Michael J. Houston Michael J. Houston

Michael J. Houston is the Ecolab-Pierson Grieve Chair in International Marketing and serves as Associate Dean of Global Initiatives at the Carlson School of Management at the University of Minnesota. He also serves as Academic Director for the Center for International Business Education and Research.

Professor Houston was the founding academic director of the Carlson Brand Enterprise, a consultancy that partners top MBA students with insightful faculty on real-world brand projects. He holds a Ph.D. in marketing from the University of Illinois. His research specializes in global branding and cultural differences in consumer behavior, and he serves on the editorial boards of the Journal of Consumer Psychology, International Journal of Research in Marketing, and the Asian Journal of Marketing. He is a past editor of the Journal of Marketing Research.

Neil E. Beckwith Neil E. Beckwith

Neil E. Beckwith earned his B.S. in Engineering Sciences from Purdue University. His first job was at Bendix Corporation in Mishawaka, where he worked on the Talos missile system. He subsequently earned a Masters in Business from Michigan State and a Ph.D. in Marketing from the Krannert School of Management at Purdue, where he studied under Frank M. Bass. Professor Frank Bass had a profound effect on his future path in life. His thesis and subsequent research is regarded as a seminal body of work on statistical methods in Marketing. Once he had earned his doctorate, he joined the business school faculty at Columbia University. While at Columbia, Neil served as a consultant with the Federal Trade Commission Office of Policy Planning and Evaluation, where he was instrumental in changing regulations regarding comparative advertising.

His next position was as a faculty member at the Wharton School of Business of the University of Pennsylvania, which he held until he was recruited to become the Vice President of Marketing for ARA Services (now Aramark) a national diversified service company headquartered in Philadelphia. Neil suffered a heart attack at age 45 and approached cardiac rehabilitation with his typical intensity, walking 25,000 miles in 3 years. Following this, he rejoined the work force as Vice President of Marketing at Deluxe Check Corporation.

After his time in Minnesota, he returned to South Bend and academics, becoming a member of the University of Notre Dame Business School faculty until his retirement. An avid cyclist and amateur astronomer, Neil eagerly looked forward to his annual winter trip to Florida, where he would ride his bicycle during the day and spend the evening gazing at the heavens. He died in March 2012.

Robert A. Mittelstaedt Robert A. Mittelstaedt

Robert A. Mittelstaedt is an Emeritus Professor of Marketing at the College of Business Administration at the University of Nebraska-Lincoln. He received his BS from the University of South Dakota in 1958, his MA from the University of Arizona in 1960, and his Ph.D. from the University of Minnesota in 1966. His research interests include the nature of competition, the structure of distribution systems and the use of incentives within those systems, the diffusion of innovations, and intellectual property protection. His teaching interests are macromarketing, public policy, and strategy.


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