Proceedings of the 12th Paul D. Converse Symposium was edited by Devanathan Sudharshan and Frederick W. Winter. These proceedings were presented at the 1986 conference, in addition to the Paul D. Converse awards for outstanding contributions in marketing theory and science. This volume includes presentations by the four awards recipients: Frank Bass, Louis P. Bucklin, Shelby D. Hunt, and Louis W. Stern — along with critiques of the recipients contributions by other marketing scholars.
Devanathan Sudharshan is the James and Diane Stuckert BS/MBA Endowed Chair and Professor at the Gatton College of Business and Economics at the University of Kentucky. Previously, he served as Dean of the Gatton College for eight years. His research interests are in the areas of marketing strategy, new product and service development, and marketing technology management.
Dr. Sudharshan has served or serves on the editorial boards of the Journal of Marketing, the Journal of the Academy of Marketing Science, The Journal of Market Focused Management and Review of Marketing Science. His articles have appeared in various journals including Journal of Service Research, Marketing Science, Management Science, Journal of Marketing, European Journal of Operation Research, Journal of Marketing Research and Strategic Management Journal.
Several of his papers published in refereed journals have won awards. He has edited/authored several books on Marketing related topics. Dr. Sudharshan received his PhD in Marketing from the University of Pittsburgh and his BTech in Electrical Engineering from Indian Institute of Technology.
Proceedings of the 13th Paul D. Converse Symposium was edited by Devanathan Sudharshan and Kent Monroe. These proceedings were presented at the 1998 conference. This volume contains presentations by five award recipients who were recognized for their outstanding contributions in marketing theory and science. Also featured are reviews of the recipients contributions by other marketing scholars. The recipients are as follows: Richard P. Bagozzi for Causal Models in Marketing; James R. Bettman for An Information Processing Theory of Consumer Choice; John D.C. Little for Models and Managers: the Concept of a Decision Calculus; Jagdish N. Sheth for The Theory of Buyer Behavior; and, William D. Wells for Activities, Interests, and Opinions.