1984 AMA Educators’ Proceedings, Series #50

The 1984 AMA Marketing Educators’ Proceedings were edited by Russell W. Belk, Robert Peterson, Gerald S. Albaum, Morris B. Holbrook, Roger A. Kerin, Naresh K. Malhotra, and Peter Wright. This volume contains 95 papers presented in five tracks – Marketing Education, Marketing Theory and Public Policy, Marketing Management and Strategy, Research Methodology and Issues, and Buyer Behavior. Also featured are the transcripts of special sessions ranging from panel discussion to empirical demonstrations. These session copies cover topics such as the AACSB test of basic marketing knowledge, the use of microcomputers, marketing and consumption of the third world, and projective research methods.