An Assessment of Marketing Thought & Practice: 1982 Educators’ Conference Proceedings, Series No. 48

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An Assessment of Marketing Thought & Practice contains proceeding papers from the 1982 Educators conference, intended to familiarize educators with techniques, perspectives, and concepts that can enhance their development as teachers and researchers. This compilation is jointly edited by Bruce J. Walker, William O. Bearden, William R. Darden, Patrick E. Murphy, John R. Nevin, Jerry C. Olson, and Barton A. Weitz. The papers are categorized into 6 tracks parallel to the conference theme, with the award-winning paper featured at the end of each track. The buyer behavior track focuses the influence of ethnic, gender, cross-culture, and personal values in consumer behavior. The marketing education track provides a review on marketing curriculum and teaching methods practiced in the 1980s. The marketing mix and marketing institution track presents a comprehensive collection of papers on retailing, distribution, sales, and sales force management. The marketing strategy and special markets track elaborates on strategies needed to approach and establish in unique markets. The public policy and macromarketing track discusses regulatory issues in marketing and advertising. The research methodology track presents an historic perspective of measurement, analysis, survey methods, and interpretation of marketing research.

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Book Information

Pages: 465
Published: 1982
New Copyright: 2012
ISBN: 9781613113127
Categories:, , ,
Authors:, , , , , ,

Author information


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.


Bruce J. Walker Bruce J. Walker

Bruce J. Walker is the Lansford Professor of Leadership and Professor of Marketing at the Trulaske College of Business at the University of Missouri-Columbia. He served as dean of the school business school for 20 years, making the transition from dean to faculty member on September 1, 2010. He was the recipient of the 2008 Pacheco Academic Leadership Award, which is presented to one administrator across the four UM campuses each year.

His research focused primarily on franchising, marketing channels and survey research methods and has appeared in numerous journals, including Journal of Marketing, Journal of Marketing Research, Journal of Retailing, and California Management Review. He is co-author of Marketing, a college-level introductory textbook that is used in business schools around the world.

Dr. Walker is a member of the board of directors of Boone County National Bank and Walsworth Publishing Company. He has also served as board vice president for the Missouri Innovation Center-Columbia and the task force that established Centennial Investors, an early-stage venture-capital program in mid-Missouri. In July 2010, he was appointed to the steering committee for the State of Missouri Strategic Initiative for Economic Growth.

Dr. Walker has been actively involved with the United Way, both at MU and in Columbia. He and his wife co-chaired the community-wide fund-raising effort in 1999, and he later served as United Way board president. He received his undergraduate degree in economics from Seattle University and his masters and PhD degrees in business from the University of Colorado.

Professor Walker was a member of the marketing faculties at the University of Kentucky and then at Arizona State University. He moved to the University of Missouri in 1990. He has taught a variety of courses, including principles of marketing. Dr. Walker has also co-edited or co-authored conference proceedings and books, including Retailing Today. He has been involved with both the American Marketing Association and the Western Marketing Educators Association. He served as vice president of Education Division of AMA and president of WMEA.


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 R. Nevin John R. Nevin

Dr. John R. Nevin is an Emeritus Professor at the Wisconsin School of Business. He serves as Executive Director for the Grainger Center for Supply Chain Management at the University of Wisconsin.

His research is primarily concentrated in three managerial-oriented areas of marketing: marketing channels, supply chain management, and marketing strategy. His research has appeared in the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Macromarketing, Journal of Retailing, Journal of Marketing and Public Policy, Journal of Applied Psychology, Journal of Marketing Channels, and Law and Society Review, among others.

His teaching responsibilities include traditional full-time MBA classes on marketing channels, marketing strategy, and supply chain management. He also actively participates in executive development programs and has served as a research consultant or expert witness for a number of organizations.

Professor Nevin has been heavily involved with the American Marketing Association and the International Society of Franchising in a professional service capacity.

Dr. Nevin has previously served as Chair of the Marketing Department and Associate Dean of masters programs. He also served as Executive Director of the Business School’s Center for Brand and Product Management from its inception in 2003 through 2007.

Professor Nevin earned his doctorate in marketing from the University of Illinois. His publications have appeared in the Journal of Marketing, Journal of Marketing Research, Journal of Macromarketing, Journal of Retailing, Journal of Marketing and Public Policy, Journal of Applied Psychology, Journal of Marketing Channels, Law and Society Review, and Journal of Business Venturing, among others.

Professor Nevin also has served on many editorial boards including the Journal of Marketing, Journal of Marketing Channels, Journal of International Marketing, and Journal of Retailing. He currently serves as chair of the Channels and Distribution Management Special Interest Group of the American Marketing Association.


Patrick E. Murphy Patrick E. Murphy

Dr. Patrick E. Murphy is Professor of Business and Marketing at the Mendoza College of Business at the University of Notre Dame in Indiana. Professor Murphy earned his BBA from the University of Notre Dame, his MBA from Bradley University, and his Ph.D. from the University of Houston.


William O. Bearden William O. Bearden

William O. Bearden, Bank of America Professor in Business Emeritus, Distinguished Professor Emeritus in Marketing at the University of South Carolina, received his Ph.D. from the University of South Carolina in 1975 and served previously on the faculties of Western Kentucky and the University of Alabama from 1976-1978. He is still an active faculty member in the Moore School of Business and is currently on the editorial review boards of the Journal of Marketing Research, the Journal of Consumer Research, the Journal of Consumer Psychology, the Journal of Marketing, the Journal of Retailing, and Marketing Letters He also served as an Associate Editor for Journal of Consumer Research during 1999-2002.

Dr. Bearden served for six years on the Board of Directors for the American Marketing Association. He has been President of the Academic Division of the American Marketing Association and President of the Southern Marketing Association. His teaching and research interests include consumer behavior, marketing research, pricing, and the evaluation of marketing promotions. Dr. Bearden has published over twenty-five articles in the Journal of Marketing Research, the Journal of Marketing, and the Journal of Consumer Research, as well as having a number of publications in other marketing and consumer research journals and co-authored two books.


William R. Darden William R. Darden

William R. Darden began his academic career as an assistant professor at Louisiana State University after earning his B.S. and M.S. degrees from the Georgia Institute of Technology, and his Ph.D. from the University of North Carolina, Chapel Hill. He became a full professor at the University of Georgia, where he was influential in developing the curriculum for the master’s in marketing research degree. He was the Decision Sciences Institute President from 1986 to 1987. He also held the Morrison Distinguished Chair in Retailing at Louisiana State University until his retirement in 1996. Dr. Darden was killed in a plane crash in 1999.

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