Readings in marketing today

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Harcourt Brace Jovanovich, Dec 1, 1985 - Business & Economics - 452 pages
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Contents

What Is Marketing?
1
Marketing Myopia
14
Putting Customer Demands First
39
Copyright

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About the author (1985)

John T. Mentzer, ProfessorBruce Chair of Excellence in Business and Executive Director, Integrated Value Chain Forums   John T. (Tom) Mentzer is Executive Director of the Integrated Value Chain Forums, comprised of the Supply Chain Strategy & Management Forum, the Sales Forecasting Management Forum, and the Customer Value / Marketing Strategy Forum. He also holds the Harry J. and Vivienne R. Bruce Chair of Excellence in Business Policy in the Department of Marketing, Logistics and Transportation at The University of Tennessee.
Dr. Mentzer has written more than 130 papers and articles, which have appeared in International Journal of Physical Distribution and Materials Management, Journal of Business Logistics, Logistics and Transportation Review, Transportation Journal, Journal of Business Research, Advances in Business Research, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of MacroMarketing, Industrial Marketing Management, Journal of Marketing Education, Columbia Journal of World Business, Research in Marketing, Social Indicators Research, Journal of Forecasting, Journal of Business Forecasting, and numerous conference proceedings.   
Tom has co-authored five books: SUPPLY CHAIN MANAGEMENT, SALES FORECASTING MANAGEMENT, SIMULATED PRODUCT SALES FORECASTING, MARKETING TODAY, and READINGS IN MARKETING TODAY and edited the monograph MARKETING EDUCATION SOFTWARE.   
In 1999 Dr. Mentzer was recognized as the most prolific author in the Journal of Business Logistics and in 1996 as one of the five most prolific authors in the Journal of the Academy of Marketing Science. His research focuses on the contribution of logistics and marketing to customer satisfaction and strategic advantage; the application of computer decision models to logistics, marketing, and forecasting; and management of the sales forecasting function. Professor Mentzer serves on the editorial review boards of International Journal of Physical Distribution and Materials Management; Logistics Information Management; Journal of Business Logistics; Supply Chain Management Review; Journal of the Academy of Marketing Science; and he is an occasional reviewer for Logistics and Transportation Review; Journal of Marketing; Journal of Forecasting; International Journal of Forecasting; Operations Research; and Journal of Business Research. He previously served as editor of the Systems Section of the Journal of Business Logistics. He presently serves on the Executive Committee and is a Past President of the Council of Logistics Management, is President of the Board of Directors of the Sheth Foundation, and serves on the Board of Directors of the American Marketing Association Foundation. He was formerly President of the Academy of Marketing Science and is a Distinguished Fellow of the Academy of Marketing Science - a distinction granted to fewer than 20 scholars worldwide.   
Dr. Mentzer has conducted numerous programs, workshops and classes for business, industry and government leaders. He has served as a consultant for more than seventy corporations and government agencies, is on the boards of directors of several corporations, and previously worked for General Motors Corporation.

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