1987 AMA Winter Educators’ Conference: Marketing Theory


1987 AMA Winter Educators’ Conference: Marketing Theory is a collection of proceeding papers. These papers are jointly edited by Russell W. Belk, Gerald Zaltman, Richard Bagozzi, David Brinberg, Rohit Deshpande, A. Fuat Firat, Morris B. Holbrook, Jerry C. Olson, John F. Sherry and Barton Weitz. The papers focus on several conceptual tracks pertaining to marketing theory such as alternative ways of knowing, and sociology of the profession. These papers present new directions of inquiry in these areas as well as in other areas of marketing theory.


Book Information

Pages: 411
Published: 1987
New Copyright: 2012
ISBN: 9781613112793
Authors:, , , , , , , , ,

Author information

A. Fuat Firat A. Fuat Firat

Dr. A. Fuat Firat is Professor of Marketing at University of Texas-Pan American, whose area of specialization is Consumer Behavior. This includes global consumer behavior, consumer activism, and consumption pattern to name a few. He is also interested in Integrated Marketing Communications and Marketing Research.

Barton A. Weitz Barton A. Weitz

Barton A. Weitz is Professor of Marketing and J.C. Penney Eminent Scholar Chair at the Warrington College of Business Administration at the University of Florida. He is also Executive Director of the David F. Miller Retailing Education and Research Center. Professor Weitz has served on the faculty of the Wharton School, University of Pennsylvania and the UCLA Graduate School of Management. A receipt of several awards, Dr. Weitz was conferred the AMA Sales Special Interest Group Lifetime Achievement Award in 2003.

His research interests are e-commerce, retailing, sales management and marketing strategy. He has authored, co-authored, and edited over 80 books and has presented numerous papers at a myriad of conferences and business meetings. Professor Weitz has his PhD and MBA in business administration from Stanford University, as well as his BSEE from Massachusetts Institute of Technology.

David Brinberg David Brinberg

Professor David Brinberg teaches Consumer Behavior, Marketing Research, Social Marketing, Social Entrepreneurship, and Foundations of Behavioral Research at the Pamplin College of Business at Virginia Tech. He has doctoral and master degrees from University of Illinois. Dr. Brinberg researches on subjects such as Consumer Decision Making, Social Change, Social Marketing, and Conceptual Foundations of Research.

Gerald Zaltman Gerald Zaltman

Gerald Zaltman is the Joseph C. Wilson Professor of Business Administration Emeritus at the Harvard Business School and a former member of the Executive Committee of Harvard University’s Mind, Brain, and Behavior Interfaculty Initiative. He was previously Co-Director of The Mind of the Market Laboratory at HBS. He is a co-founder and senior partner in the research based consulting firm of Olson Zaltman Associates whose clients include some of the world’s most respected firms and brands. Professor Zaltman holds a Ph.D. in sociology from The Johns Hopkins University, an M.B.A from the University of Chicago, and an A.B. in government from Bates College. Professor Zaltman held positions at Northwestern University and the University of Pittsburgh before joining Harvard University in 1991.

His research interests focus on customer behavior and marketing strategy. His book, How Customers Think: Essential Insights into the Mind of the Market (2003) has been translated into 15 languages. It has received several awards and has ranked among the top five selling business books in North America and Europe. His newest book, co-authored with Lindsay Zaltman, is Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers (2008). This book addresses the deep metaphors or unconscious frames people use that influence their thinking and behavior.

Professor Zaltman’s work has been featured in The New York Times, Fortune Magazine, Forbes, US News & World Report, Time, Fast Company Magazine, American Demographics, and other major publications. Professor Zaltman is a consultant to corporations around the globe and frequent keynote speaker at major conferences. He holds three patents for market research tools including the patent on the use of neuroimaging in marketing. Another patent, ZMET, is used around the world by major firms and international agencies. It has been described by several writers as the most significant innovation in market research in more than two decades.

Professor Zaltman has authored numerous books in the areas of social change, marketing, and the use of knowledge and has published widely in the major journals in marketing and the social sciences. He is a current or past member of the editorial boards of numerous journals in marketing and the social sciences. He is a past president of the Association for Consumer Research.

His awards include the American Marketing Association’s Richard D. Irwin Distinguished Marketing Educator Award in 1989, the Association for Consumer Research Distinguished Fellow Award in 1990, the Knowledge Utilization Society’s Thomas J. Kiresuk Award for Excellence in Scientific Research in 1992, the JAI Press Distinguished Scholar Award from the Society for Marketing Advances in 2000, the ARF Member Recognition Award in 2007, and in 2008 he will receive the Massachusetts Institute of Technology’s Buck Weaver Award sponsored by General Motors for outstanding work in bringing knowledge and practice together.

Jerry C. Olson Jerry C. Olson

Dr. Jerry C. Olson is a founding partner of Olson Zaltman Associates, along with Dr. Gerald Zaltman. He is also Professor Emeritus of Marketing at the Smeal College of Business at Penn State University. He holds MS and PhD degrees in Consumer Psychology from Purdue University.

Dr. Olson has authored more than 60 academic articles and several books, including, “Understanding Consumer Decision Making.” He enjoys skiing and fly fishing in the mountains of Idaho, reading, and playing old-time music on his collection of antique banjos.

John F. Sherry John F. Sherry

John F. Sherry, Jr. is the Herrick Professor of Marketing and Chairman of the Marketing Department in Mendoza College of Business at the University of Notre Dame.

Professor Sherry is an anthropologist who studies the sociocultural and symbolic dimensions of consumption, and the cultural ecology of marketing. He is a Fellow of the American Anthropological Association as well as the Society for Applied Anthropology, and past President of the Association for Consumer Research. His works have appeared in numerous journals, book chapters, professional manuals, and proceedings. He edited Contemporary Marketing and Consumer Behavior: An Anthropological Sourcebook, as well as Servicescapes: The Concept of Place in Contemporary Markets. Professor Sherry co-edited of Advances in Consumer Research, Vol. 19, Time, Space and the Market: Retroscapes Rising, Consumer Culture Theory and Explorations in Consumer Culture Theory.

He received his PhD in Anthropology and his MA from the University of Urbana-Champaign, as well as his BA in English/Anthropology from
University of Notre Dame.

Morris Holbrook Morris Holbrook

Morris Holbrook is William T. Dillard Professor Emeritus of Business at Columbia Business School. He has taught marketing strategy, sales management, consumer behavior, and commercial communication in the culture of consumption.

Professor Holbrook has conducted research on the validity of perceptual and preference mapping and on consumer aesthetics applied to responses toward radio listening, jazz recordings, and classical music. His current research studies consumption experiences, nostalgia, communication effects, semiotics, and hermeneutics in marketing, as well as symbolic consumption in works of art, interpretive methods, techniques of visual representation, and aspects of consumer responses to pop culture and entertainment.

Richard P. Bagozzi Richard P. Bagozzi

Richard P. Bagozzi is Dwight F. Benton Professor of Behavioral Science in Management, Ross School of Business, University of Michigan. He completed his doctoral education from Northwestern university. He is conferred honorary doctorates from University of Lausanne, Switzerland, University of Antwerp, Belgium, and Norwegian School of Economics. Prof. Bagozzi does basic research into human emotions, decision making, social identity, and action. This work has been applied to the study of consumers, patients, doctors, salespersons, managers, and organizations. He also does reseach into multivariate statistics and its relationship to measurement, construct validity, theory, hypotheses testing, and the philosophy of science. He has been an occasional reviewer and Editorial Board Member of numerous academic, marketing, business and consumer research journals. His research articles are published in many journals. He has authored and co-authored a dozen books on marketing management and consumer psychology. He has also edited monographs, research compilations, and proceedings.

Rohit Deshpande Rohit Deshpande

Rohit Deshpande is Sebastian S. Kresge Professor of Marketing at Harvard Business School. His primary research interest concerns the creation and implementation of customer-centric corporate culture, a topic on which he pioneered published work over 15 years ago, well before the term “customer-centricity” became the strategic focus of leading corporations worldwide. He has published several technical articles, cases, and monographs and was cited in an American Marketing Association study as one of the most highly published full professors in the marketing field. He has served on the Editorial Boards of the Journal of Marketing, the Journal of Marketing Research, the Journal of International Marketing, the International Journal of Research in Marketing, the Journal of Business Research, and the Asian Journal of Marketing.

Professor Deshpande is on the Executive Directors Council of the Marketing Science Institute and recently served on the Board of Directors of the American Marketing Association. Deshpandé has also been a principal in a marketing research consulting firm and an electronics manufacturing company. He is an elected member of Beta Alpha Phi and Omicron Delta Kappa and is listed in Whos Who in America. He has consulted with and taught executive seminars in a variety of organizations in the U.S., Europe, and Asia and has received several recognitions for both executive and MBA teaching.

Russell W. Belk Russell W. Belk

Professor Russell W. Belk teaches Consumer Behavior and Marketing at Schulich School of Business, York University. He holds his PhD and MS, both from University of Minnesota. He has written, edited, and co-edited about 20 books and proceeding compilations. He has also written numerous book chapters and articles in various journals. He is an active member in editorial and administrative boards of many marketing journals. He has visited several Asian, European, and African countires for academic purposes.

His research interests are Consumer Behavior, Global Consumerism, Meanings of Possessions, Collecting, Gift-Giving, Materialism, Cultural Dimensions of Business Consumer Research, Interpretive Research, and Videography. He is currently studying Virtual Consumption in China, Global Consumer Ethics, as well as Skin Color and Beauty in Asia.


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