Marketing: Maturing Discipline: Proceedings of the Winter Conference of the American Marketing Association

Marketing: a Maturing Discipline was edited by Martin L. Bell. This work is a compilation of proceedings of the 1960 Winter Conference. The papers detail the maturing aspect of marketing in terms of marketing technology, marketing theory, marketing responsibility, marketing education, and marketing research as separate chapters. The papers thoroughly dissect marketing maturity in lines with these concepts. The volume by itself is a step in creating a more matured marketing discipline.