Proceedings of the 11th Paul D. Converse Symposium

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Proceedings of the 11th Paul D. Converse Symposium were edited by David M. Gardner and Frederick W. Winter. These proceedings were presented at the 1981 conference. This volume contains presentations by three of the four award recipients who were recognized for their outstanding contributions in marketing theory and science. Also featured are reviews of the recipients contributions by other marketing scholars. The recipients are as follows: Robert Bartels for Marketing Theory and Meta Theory; James Engel for Consumer Behavior; Martin Fishbein for Belief, Attitude, Intention, and Behavior; and, Wendell Smith for Product Differentiation and Market Segmentation as Alternative Strategies.

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Book Information

Pages: 131
Published: 1982
New Copyright: 2012
ISBN: 9781613113257
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Author information


David M. Gardner David M. Gardner

Dr. David M. Gardner is Professor Emeritus of Business Administration at the University of Illinois at Urbana-Champaign. He teaches courses in marketing strategy, promotion management, and entrepreneurship. His research interests include the marketing of high technology and electronic commerce. He has been a consultant to firms in the hobby, high technology, banking, and retailing industries. He has served as an expert witness in the area of deception and consumer fraud. He received his BSC from the University of Iowa, and both of his graduate degrees, his MS and PhD, from the University of Minnesota. Professor Gardner has been published in the Journal of Information Systems Frontiers and the Handbook of Electronic Commerce.


Frederick W. Winter Frederick W. Winter

Frederick (Rick) W. Winter is Dean Emeritus and Professor of Business Administration at Joseph M. Katz Graduate School of Business and College of Business Administration at the University of Pittsburgh. Winter received his PhD from Purdue University where he also received his MSIA (Krannert Scholar Award). He received his BSIE (cum laude) in industrial engineering from Lehigh University.

Dr. Winter is widely regarded as a specialist in marketing strategy, marketing management, business-to-business marketing, and services marketing. He has served on the editorial board of the Journal of Marketing Research, one of the leading journals in his field. His research has been published in the Journal of Marketing Research, the Journal of Marketing, and Management Science, Journal of Business Venturing, and Interfaces. Winter has been a consultant to more than 50 different firms, including: Caterpillar Corporation, McDonnell Douglas, Graphic Controls, FMC John Deere, Indotronix, and PACCAR.

Professor Winter has served on the Boards of Directors of Rand Capital (Buffalo), Bell Sports Corporation, and Innovation Works (Pittsburgh). He is currently on the boards of Merrill Lynch-BlackRock Equity and Liquidity Funds (New York); Alkon Corporation (Freemont, Ohio), and Tippmann Industries (Chicago/Fort Wayne).

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