1. Microcomputer versus mainframe usage by marketing professionals

   • John T. Mentzer
   • Camille P. Schuster
   • David J. Roberts

   OriginalPaper Pages: 1 - 9

2. The current status of microcomputer usage in the marketing programs of AACSB-accredited colleges and universities

   • David L. Kurtz
   • Louis E. Boone

   OriginalPaper Pages: 10 - 15

3. An integrated design for personal computers in the marketing curriculum

   • Robert F. Dyer

   OriginalPaper Pages: 16 - 24

4. The impact of demographics on household personal computer purchasing decisions

   • Elaine Sherman
   • Nejdet Delener

   OriginalPaper Pages: 25 - 32

5. Using the analytic hierarchy process to assess gender differences in the evaluation of microcomputer vendors

   • Thomas W. Whipple
   • Karen A. Simmons

   OriginalPaper Pages: 33 - 41

6. Marketing and the adoption of microcomputers: An application of diffusion theory

   • Martin D. Goslar

   OriginalPaper Pages: 42 - 48

7. Salesforce support systems: Potential applications to increase productivity

   • Robert H. Collins

   OriginalPaper Pages: 49 - 54

8. Expert systems: The integrative sales management tool of the future

   • Margery Steinberg
   • Richard E. Plank

   OriginalPaper Pages: 55 - 62

9. Microcomputer based methods for dyadic interaction research in marketing

   • Stephen W. Clopton
   • Hiram C. Barksdale

   OriginalPaper Pages: 63 - 68

10. The integration of microcomputers in marketing research and decision making

    • Naresh K. Malhotra
    • Armen Tashchian
    • Essam Mahmoud

    OriginalPaper Pages: 69 - 82

11. The role of marketing in facilitating the diffusion of microcomputers and “the information society”

    • Douglass K. Hawes

    OriginalPaper Pages: 83 - 90