A. Benton Cocanougher

Dr. A. Benton Cocanougher was appointed Interim Dean of the Bush School effective January 1, 2009. He is Dean Emeritus and Professor Emeritus at the Mays Business School at Texas A&M University. Cocanougher has a long and distinguished record in academic administration having served as Dean of the Mays School of Business from 1987 — 2001, dean of the College of Business (1976-1985), and senior vice president and provost (1985-87) at the University of Houston. Most recently, he served as the interim chancellor of the Texas A&M University System (2003-2004).

Dr. Cocanougher earned his undergraduate and graduate degrees in finance and marketing from the University of Texas at Austin. His primary research interests include marketing strategy and planning and consumer analysis. His publications have appeared in several professional journals, including Harvard Business Review, Journal of Marketing, Journal of Marketing Research, and Social Science Quarterly.

His professional awards and activities include the Distinguished Alumnus Award, College of Business Administration, University of Texas at Austin; Texas A&M Association of Former Students Distinguished Achievement Award; Distinguished Service Award, University of Houston – College of Business Administration Alumni Association; Nicholas Salgo Outstanding Teacher Award; Mortar Board Distinguished Professor Award; and member, Beta Gamma Sigma Honorary, Phi Kappa Honorary, and Golden Key Honorary.

Problem Definition in Marketing

November 15, 2017

Erik Rostad

Problem Definition in Marketing is one in a series of monographs produced by the American Marketing Association to further the advancement of science in marketing. The authors, distinguished Professors William B. Locander and A. Benton Cocanougher of the University of Houston, have created a concise and highly accessible text addressing the frequently complex task of problem definition for marketing researchers. A few highlighted topics of discussion include:

A comprehensive overview of the problem definition process;
Specific criteria for problem recognition; and,
Clarification of the roles of management and researchers.

Through this thorough analysis of the problem definition process, the authors have provided an invaluable guide to the early stages of decision making. This step-by-step framework will prove highly illuminating and useful for marketing researchers and practitioners, as well as students and scholars of marketing.