Combined Proceedings: 1971 Spring and Fall Conferences

Combined Proceedings: 1971 Spring and Fall Conferences is edited by Fred C. Allvine. This combination volume contains papers presented from two main sections — Relevance in Marketing: Problems, Research, Action; and, Marketing in Motion: Where the Action Is. The papers represent the diverse approaches employed in the study of marketing. One major group of papers deal with relevance in marketing education. There are several papers marketing management practices and processes. The last major grouping is concerned with application of quantitative and behavioral concepts to marketing.