Contemporary Marketing Thought: 1977 Educators’ Proceedings Series #41

Contemporary Marketing Thought was edited by Barnett A. Greenberg and Danny N. Bellenger. This work is a collection of 107 papers and 54 abstracts presented at the 1977 Marketing Educators’ Conference. The conference discussed a variety of topical issues with respect to marketing studies such as consumer behavior research, consumer choice behavior, advertising allocation, marketing and society, marketing education, corporate social responsibility, as well as retailing studies. The papers attempt to cater to every aspect of marketing with a special focus of academics.