Attitude Research Reaches New Heights


Attitude Research Reaches New Heights was edited by Charles W. King and Douglas J. Tigert. This work is a collection of proceedings from the third Annual Attitude Research Conference held in Mexico in 1970. Exploring the maturing state-of-the-art in attitude research is the central theme of these papers. The papers revolve around the overview of attitude research, conceptual approaches to predict the consumer behavior and market segmentation through attitude research, as well as measurement and data analysis techniques employed in sophisticated attitude research.


Book Information

Pages: 339
Published: 1968
New Copyright: 2012
ISBN: 9781613112458
Categories:, , ,

Author information

Charles W. King Charles W. King

Since 1980, Charles W. King is Professor of (Marketing) Managerial Studies in the College of Business Administration at the University of Illinois at Chicago. His doctoral degree is in business administration from Harvard University. He also has a masters of business administration and a bachelors of business administration, both from the University of Texas. His areas of expertise include the following specialties: strategic planning, strategic market positioning, management of marketing operations, direct selling/network marketing, research of “word-of-mouth” communication, the diffusion of “word-of-mouth” marketing in both developed and developing economies globally.

Douglas J. Tigert Douglas J. Tigert

Professor Douglas J. Tigert was formerly teaching retail marketing in Babson College in Wellesley, Massachusetts until he joined the Piercing Pagoda, Inc. as a Board of Director in 2000. Dr. Tigert earned his Ph.D. in marketing from Purdue University at Lafayette. He specialized in consumer research, strategic planning, financial and productivity analysis in the retailing arena. His research covered a myriad of retailing sectors, including food, category killers, supermarkets, mass merchandisers department stores, warehouse clubs, specialty fashion chains, and home improvement stores.


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