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MessagePosté le: Mer 21 Juin - 04:41 (2017)    Sujet du message: Legends In Marketing: Paul E. Green Download Epub Mobi Pdf Répondre en citant


Legends in Marketing: Paul E. Green
by Jagdish N. Sheth
rating: ( reviews)


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The&nbsp;<strong>Legends in Marketing</strong>&nbsp;series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field, supplemented by interviews of these legends as well as by the opinions of other scholars about their work.

The series comprises various sets, each focused on the multiple ways in which a legend has contributed to the field. This tenth set in the series, consisting of six volumes, is a tribute to&nbsp;<strong>Paul E. Green,&nbsp;</strong>Emeritus Professor of Marketing at The Wharton School, The University of Pennsylvania.<span>&nbsp;</span>

Prof. Green was often called &ldquo;the father of conjoint analysis,&rdquo; the powerful predictive statistical technique and backbone of market research. Conjoint analysis allows marketing managers to make accurate decisions about what products and services to sell&mdash;and helped make Green marketing&rsquo;s most cited author. The marketing discipline&rsquo;s familiarity with the utilization of Bayesian statistics, multidimensional scaling, clustering, and analysis of qualitative data are due in part to the pioneering works of Prof. Green. The most prolific of marketing scholars with 16 books and over 200 articles, his influence on the marketing discipline ranges far beyond his groundbreaking inspired writings.&nbsp;As a creative researcher, he stimulated the design and implementation of numerous innovative studies for the solution of real-world problems. Prof. Green received all of the major marketing awards, including the Parlin Award for Advancement of Science in Marketing, the AMA/Irwin Marketing Educator of the Year Award, The Outstanding Marketing Educator Award, and the Lifetime Achievement in Marketing Research Award.&nbsp; He was also selected as one of the nine Legends of Marketing and SAGE Publications will be publishing six volumes of his writings. In 1996, the&nbsp;<em>Journal of Marketing Research</em>&nbsp;established the Paul E. Green Award for the best article in the&nbsp;<em>Journal of Marketing Research</em>&nbsp;that demonstrates the greatest potential to contribute significantly to the practice of marketing research. He passed away on September 21, 2012.

The series is edited by&nbsp;<strong>Jagdish N. Sheth</strong>, who is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University, USA. He is past president of the Association for Consumer Research (ACR) as well as Division 23 (Consumer Psychology) of the American Psychological Association. He is also a Fellow of the American Psychological Association (APA). Professor Sheth is the coauthor of the Howard&ndash;Sheth&nbsp;<em>Theory of Buyer Behavior</em>, a classic in consumer behavior published in 1969.

<strong>Volumes in this set:</strong>

<strong>Volume 1:&nbsp;</strong>MDS and Positioning

Editor: Wayne DeSarbo

<strong>Volume 2:&nbsp;</strong>Clustering and Segmentation

Editor: Jerry Wind and Arun Jain

<strong>Volume 3:&nbsp;</strong>Conjoint Analysis: the Pioneering Years

Editor: Seenu Srinivasan

<strong>Volume 4:&nbsp;</strong>Conjoint Analysis: Advanced Methods

Editor: Abba M. Krieger and Eric Bradlow

<strong>Volume 5:&nbsp;</strong>Conjoint Analysis: Applications

Editor: Vithala R. Rao

<strong>Volume 6:&nbsp;</strong>Marketing Research

Editor: Joel Huber



Details:
rank:
price: $501.00
bound:
publisher: SAGE Publications Pvt. Ltd; 1 edition (March 14, 2017)
lang: English
asin:
isbn: 9386042940, 978-9386042941,
weight: 14.1 pounds (
filesize:




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VBell Volume Introduction: Yoram WindResearch on Market Segmentation Segmentation Strategy as a Driver of Business Strategy Interproduct Household Loyalty to Brands (with Ronald EHe has previously taught at schools like Boston University and MIT (on sabbatical)He has also served as the Chair of the Haas Marketing Group from 2010-2011Her research looks at the mental processes underlying consumers&rsquo; choices, specifically focusing on decision-making among older consumers (age 50 or older), consumer habits and meta-preferencesProfessor Moreaus work has been published in the Journal of Marketing Research, the Journal of Consumer Research, the Journal of Marketing, and the Journal of Consumer PsychologyHe currently is associate editor of the Journal of Consumer Research and serves on the editorial board of the Journal of Marketing Research, Journal of Marketing, International Journal of Research in Marketing, and the Journal of Consumer PsychologyShe has published several influential articles in the areas of consumer persuasion and decision making in leading marketing journals such as the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing Research, Journal of Advertising, Journal of Experimental Psychology, Psychological Science and Organizational Behavior and Human Decision ProcessesHer expertise is in consumer learning, emotions and goalsHe has served as the Associate Dean for Academic Affairs and Chair of Faculty of the Haas School of Business from 2008-2010Two of his articles are among the 10 most cited Journal of Marketing articles in a quarter centuryGreen and Arun K

van Heerde is Professor of Marketing at the University of Waikato, Hamilton in the beautiful country of New ZealandDilip SomanUniversity of Toronto, Rotman School of ManagementDilip (dilipsoman) is the Corus Chair in Communications Strategy, Professor of Marketing and Director of the India Innovation Institute at the University of TorontoHe directs the doctoral program at the Fuqua School and has been the chair/co-chair for 38 marketing doctoral studentsHe is among the 100 most cited authors in Business and Economics combined in a decadeJerry Wind: The Professor I Knew David Schmittlein Jerry Wind: My Colleague at Wharton Barbara EHult has published 41 articles in premier journals across marketing, management, and supply chain managementProf 79c7fb41ad



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