Marketing in the 80’s: Changes & Challenges (1980 Educators’ Conference Proceedings Series No. 46)

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Marketing in the 80’s: Changes and Challenges is edited by Richard P. Bagozzi, David W. Cravens, Kenneth L. Bernhardt, Jospeh F. Hair Jr., Paul S. Busch, and Carol A. Scott. This volume is a compilation of proceedings presented at the 1980s Educators’ Conference. The papers focus on the problem and opportunities which would confront marketing in the 1980s. The collection of 124 papers are consolidated in five tracks: research methodology, public policy, marketing management, education, and consumer behavior.

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Book Information

Pages: 538
Published: 1980
New Copyright: 2012
ISBN: 9781613113141
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Authors:, , , , ,

Author information


Carol A. Scott Carol A. Scott

Carol A. Scott is Professor Emeritus of Marketing at UCLA Anderson School of Management. Dr. Scott focuses her research on marketing positioning strategies and customer analysis for marketing decisions. She has examined how and what consumers learn from their own consumption behavior and outside information sources, in particular how consumers form and change beliefs about marketplace characteristics. Her most recent project investigates issues related to brand equity and leverage of brand names.

Dr. Scott is a frequent author and lecturer and has served on the editorial board of the Journal of Consumer Research since 1980. She has served as a consultant to a variety of profit and nonprofit organizations on questions of marketing strategy, marketing positioning and marketing effectiveness. In addition, she is a member of the board of directors of United Online, Inc., Sizzler International, Inc. and Athena Medical Corporation.

Dr. Scott received her PhD in Marketing and her MS in Management from Northwestern University. She earned her BS in Education from the University of Texas at Austin.


David W. Cravens David W. Cravens

David W. Cravens is the Professor of Marketing and the Eunice and James L. West Chair of American Enterprise at Texas Christian University. His research has primarily focused on international/global marketing strategies, new products, and sales force performance.


Joseph F. Hair Joseph F. Hair

Joseph F. Hair, Jr. is Professor of Marketing and DBA Director at Coles College of Business at Kennesaw State University in Kennesaw, Georgia. Professor Hair earned his Ph.D. in marketing in 1971 from the University of Florida and has made an indelible impact on the marketing profession through his leadership, teaching, research, publications and textbook authorship. He has authored more than 40 books, including Multivariate Data Analysis, which has made a lasting contribution to research across all the social sciences.

His academic publications have appeared in top-level professional journals including the Journal of Academy of Marketing Science, Journal of Marketing Research, Journal of Advertising Research, Journal of Business Research, Journal of Retailing, Multivariate Behavioral Research, and others.

Hair served as president of the AMS from 1996 – 1998 and has also served as program chair and chair of the Board of Governors, helping to shape strategy of AMS and grow the organization in size and prestige internationally. AMS formally recognized his achievements with the title of Distinguished Fellow and as the 2009 recipient of the Harold W. Berkman Service Award. Hair also serves on the Academic Advisory Board of Vector Marketing Corporation. He was awarded the 2011 AMS Cutco/Vector Distinguished Marketing Educator Award.


Kenneth L. Bernhardt Kenneth L. Bernhardt

Kenneth L. Bernhardt is the Special Assistant to the Dean, Regents’ Professor, and Taylor E. Little, Jr. Professor of Marketing at Georgia State University. He earned his B.S. from Washington and Lee University, his M.B.A. from Harvard University and his Ph.D. from the University of Michigan. He has published numerous books, monographs, and articles in leading marketing journals, including Journal of Marketing and Public Policy, Marketing and American Education Research Journal, and Journal of Retailing. His current research involves consumer attitudes and behavior, public policy, product management and services marketing. He is a former president of the Association for Consumer Research and is former chairman of the American Marketing Association.


Paul S. Busch Paul S. Busch

Paul S. Busch is a Professor of Marketing at the Lowry Mays College & Graduate School of Business at Texas A&M University. He has published over 40 articles, some of which have appeared in journals such as the Journal of Marketing, the Journal of Marketing Research, Decision Sciences, Journal of Business Research, and Business Horizons. He has co-authored (with Professor Mike Houston) an introductory marketing text, Marketing Strategic Foundations.

Dr. Busch has been a member off the Editorial Review Boards of: Journal of Marketing (1979-1996), and currently serves on the boards of Journal of Business-to-Business Marketing, Asian Journal of Marketing, and Marketing Management. He has conducted marketing research and served as a marketing consultant for a variety of industries including: manufacturing, health care, public utilities, retailing, soft drinks, federal highways administration, defense, information technology, and university administration.


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.

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