Diffusing Marketing Theory and Research (The Contributions of Bauer, Green, Kotler, and Levitt)

Diffusing Marketing Theory and Research was edited by Alan R. Andreasen and David Morgan Gardner. These proceedings are a collection of papers presented at the 10th Paul D. Converse Symposium in 1978. 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: the late Raymond A. Bauer for Consumer Behavior as Risk Taking; Paul E. Green for his long series of publications on Bayesian and Multivariate Analysis; Philip Kotler for Marketing Management and other articles extending the domain of marketing; and, Theodore Levitt for his book Marketing Myopia.