Contains speeches by academics and business executives looking back at MSI's accomplishments and looking forward at the problems and opportunities for marketing in the 20 years ahead.
Presents 41 papers relevant to the measurement of response to marketing communication; sales forecasts for new and existing products; market definition and segmentation; development and analysis of advertising, product, pricing, and distribution strategy; managerial decision making; models of consumer values, attitudes, and purchase behavior; and marketing testimony for legal problems.
Discusses problems underlying the conflict between business and government over regulatory matters, including their conflicting values, problems of measuring the costs and benefits of regulation, and alternatives to regulation.
Twenty papers treating motivation and performance in the sales force, sales force behavior as social exchange, social influence strategies, sales force management, and sales force decision models.
Collection of papers addressing alternative analytic approaches to product-marketing planning, the understanding of changes in the competitive environment, issues involved in modeling customer market behavior, and problems of implementation.
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