1974 Combined Proceedings, Series No. 36

1974 Combined Proceedings was edited by Ronald C. Curhan. This work contains papers presented at two meetings of the AMA at the 1974 Spring and Fall conferences. The papers reflect the conference themes, New Marketing for Social and Economic Progress and Marketing’s Contributions to the Firm and to Society. The papers deal with a range of issues that are interest to both educators and practitioners, such as market segmentation, consumer protection, buyer behavior, and various aspects of marketing management.