1. What are the qualities of a good marketing article?

   • F. Anthony Bushman

   OriginalPaper Pages: 151 - 156

2. Developing a cost-effective marketing information system

   • Norbert Lloyd Enrick

   OriginalPaper Pages: 157 - 166

3. The role of consumers in the public policy process

   • O. C. Ferrell
   • Dean M. Krugman

   OriginalPaper Pages: 167 - 175

4. Should the competing brand be illustrated in a comparative advertisement?

   • Charles W. Lamb
   • William M. Pride
   • Barbara A. Pletcher

   OriginalPaper Pages: 176 - 186

5. Retail store visitation and the cost-value hypothesis: An application of the AID algorithm

   • Subhash C. Lonial
   • Stuart Van Auken

   OriginalPaper Pages: 187 - 194

6. Ethical guidelines for business and social marketing

   • Patrick E. Murphy
   • Gene R. Laczniak
   • Robert F. Lusch

   OriginalPaper Pages: 195 - 205

7. Forecasting via the Box-Jenkins method

   • Rosa Oppenheim

   OriginalPaper Pages: 206 - 221

8. What effect from a single advertisement?

   • Robin T. Peterson
   • Charles H. Gross

   OriginalPaper Pages: 222 - 227

9. A useful scope for marketing

   • Donald P. Robin

   OriginalPaper Pages: 228 - 238

10. Bibliography

    Announcement Pages: 239 - 245