Research Frontiers in Marketing: Dialogues and Directions: 1978 Educators’ Proceedings Series #43

Research Frontiers in Marketing: Dialogues and Directions was edited by Subhash C. Jain. This work contains papers presented at the 1978 Educators Conference held in Chicago. This volume is an impressive collection of scholarship. From the viewpoint of the field of marketing as a whole, this work is considered the best single representation of the state-of-the-art in educational marketing research for the years 1977-78. Proceedings by eminent academics and researchers segmented in 11 chapters, address a vast range of marketing research related portfolios such as consumer preference and choice models, management planning and decision models, market measurement and information systems, organizational buying behavior, consumer behavior research, behavioral research methods, marketing management, macromarketing, marketing practices, and marketing education.