The Marketing Revolution: The Proceedings of the Thirty-Seventh Congress of the American Marketing Association

The Marketing Revolution is a collection of 32 papers presented at the 37th National Conference of the AMA in 1955. These papers provide an important contribution to marketing knowledge by elaborating on a wide range of topics such as salesmanship, consumer behavior, brand loyalty, industrial advertising, and consumer information channels. There is also a very helpful case study on marketing policy determination in capital goods industry from a 1950s perspective.