Marketing Expansion in a Shrinking World: 1978 Business Proceedings, Series #42


Marketing Expansion in a Shrinking World was edited by Betsy D. Gelb. This work contains papers presented at the International Marketing Conference in 1968. It addresses the need for marketing practitioners to do more with less resource in a shrinking world, thanks to international trade and depleting mineral resources. The volume is divided into five sections: the Future of Marketing analyses the future in the perspective of marketing manager, researcher and the social role of marketing itself; the Changing and Shrinking World presents an overview of new age consumers such as working women, trade restriction and other external influence on marketing; Industrial Marketing Insights speaks on specific markets such as services market, capital goods market and touches on issues from non-manipulative selling to sales force integration; and, Improvements in Marketing Research is a review of research practices used in the 1970s with specific note on advertising research, industrial marketing research and social research.


Book Information

Pages: 132
Published: 1978
New Copyright: 2012
ISBN: 9781613113325
Categories:, , , , ,

Author information

Betsy D. Gelb Betsy D. Gelb

Professor Betsy D. Gelb teaches at C.T. Bauer College of Business at the University of Houston. She achieved a doctorate from the same university in management. She teaches marketing strategy and management. Her research interests involve trademark/trade dress issues and other areas where marketing and legal issues meet, health care marketing, and advertising. A co-author of management books, she serves on editorial board of Current Issues and Research in Advertising. She is also a contributor to journals such as Harvard Business Review, MIT Sloan Management Review, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, and others.


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