Proceedings of the 12th Paul D. Converse Symposium

Proceedings of the 12th Paul D. Converse Symposium was edited by Devanathan Sudharshan and Frederick W. Winter. These proceedings were presented at the 1986 conference, in addition to the Paul D. Converse awards for outstanding contributions in marketing theory and science. This volume includes presentations by the four awards recipients: Frank Bass, Louis P. Bucklin, Shelby D. Hunt, and Louis W. Stern — along with critiques of the recipients contributions by other marketing scholars.