Research Catalog
Proceedings of the 14th Paul D. Converse Symposium
- Title
- Proceedings of the 14th Paul D. Converse Symposium / edited by James D. Hess and Kent B. Monroe.
- Author
- Paul D. Converse Symposium (14th : 1996 : University of Illinois)
- Publication
- Chicago, Ill. : American Marketing Association, [1998], ©1998.
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1 Item
| Status | Format | Access | Call Number | Item Location |
|---|---|---|---|---|
| Text | Request in advance | HF5411 .P38 1996 | Off-site |
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Details
- Additional Authors
- Description
- ix, 158 pages : illustrations; 23 cm.
- Series Statement
- Proceedings series
- Uniform Title
- Proceedings series (American Marketing Association)
- Alternative Title
- Proceedings of the fourteenth Paul D. Converse Symposium
- 14th Paul D. Converse symposium
- Subject
- Bibliography (note)
- Includes bibliographical references.
- Contents
- 14th Paul D. Converse Award Winners -- History of Converse Award -- 1. The Saga of Brand Equity - A Personal History / David A. Aaker. Comments on David A. Aaker / Jennifer Aaker. Dave Aaker: A Wizard, A True Star / Kevin Keller. The Aaker Paradigm / William Wells -- 2. Measurement in Marketing: Time to Refocus? / Gilbert A. Churchill, Jr. Sometimes Nice Guys Do Finish First / Peter Paul -- 3. The Evolution of Market Driven Strategies / George S. Day. George S. Day: Marketing Strategist / David Aaker. From Good Theory to "Really Good" Implementation / Paul Root -- 4. The Role of Mathematical Models in the Study of Product Development / John R. Hauser. You Are What You Measure / Abbie Griffin. Models, Theory and Selecting Research Topics: A Discussion / Steven Shugan -- 5. New Product Modeling - A 30 Year Retrospective and Future Challenges / Glen L. Urban. Glen Urban and His Research / John Little.
- How to Succeed by Really Trying: Glen Urban and the 1996 Converse Award / John Roberts -- 6. Segmentation: Accomplishments, Issues and Challenges of the Global Information Age / Yoram (Jerry) Wind. A Man for All Seasons and All Times: Comments on Yoram (Jerry) Wind and His Contributions to Marketing Education and Research / Paul Green. Practice What You Preach: An Application of Market Segmentation to Contributions Made by Yoram Wind / Vijay Mahajan.
- ISBN
- 0877572712
- OCLC
- 39986570
- ocm39986570
- Owning Institutions
- Columbia University Libraries