Marketing Strategies for a Tough Environment

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Marketing Strategy for a Tough Environment, edited by Peter J. LaPlaca and Newton Frank, is a collection of 46 papers presented at the 62nd annual gathering of American Marketing Association. The presenters were comprised of marketing professionals from a broad spectrum in the U.S. marketing industry. The papers are segmented into six parts viz., effects of government regulation in marketing, marketing communication, impact of energy in marketing decisions, scope of R&D in marketing, use of strategic planning in marketing, and marketing education — to present a wholesome view of marketing in the 1980s.

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Book Information

Pages: 211
Published: 1979
New Copyright: 2012
ISBN: 9781613112274
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Authors:,

Author information


Newton Frank Newton Frank

Newton Frank co-edited the proceeding Marketing Strategies for A Tough Environment with Peter J. LaPlaca. Frank was the Vice President of the Data Development Corporation in New York in 1970s and 1980s. In 1982, he was elected president of the New York Chapter of the American Marketing Association.


Peter J. LaPlaca Peter J. LaPlaca

Dr. Peter J. LaPlaca is Professor of Management and Marketing and Interim Director of the R.C. Knox Center for Insurance and Risk Management Studies. Professor LaPlaca is also the Editor in Chief of the Industrial Marketing Management Journal. He was also the founding Editor of the Journal of Business and Industrial Marketing. He earned his Doctorate in industrial marketing.

Professor LaPlaca has taught at S.U.N.Y Albany (1970-72), R.P.I. (Hartford (2001-2004) and Troy (1969-70), University of Connecticut (1974 – 2001) and the University of Hartford (1972-74 and 2004-present). His research interests are business to business marketing relationships and industrial services.

Since 1968 he has been the principal of LaPlaca Associates, L.L.C. a management consulting and training company and has worked with many large, medium and small companies. He was the founding Director of CONN/STEP (Connecticut State Technology Extension Program) which assisted hundreds of small and medium manufacturers in Connecticut.

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