Neil Holbert

Neil Holbert has been working in marketing research since the 1950s, when he earned his B.A. and M.B.A from Columbia University and his Ph.D. from New York University. He has been a consultant for Forbes Research, Grey Advertising, Phillip Morris, and Metropolitan Life. He has taught in ten countries worldwide, including Singapore. He has written several books, including Research in the Twilight Zone and Business Strategy: An Asia Pacific Focus . His writings and research focus on many subjects, including segmentation, branding, global issues, and marketing strategy.

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Advertising Research

Advertising Research

Advertising Research is one in a series of monographs produced in part by the American Marketing Association focusing on various facets of marketing research. Distinguished consultant and advertising researcher, Neil Holbert, has contributed his keen insight and experience into this study of the advertising research process. The topics of discussion include:

  • The multiple reasons behind the ongoing discussions and debates over the nature of advertising research;
  • A comprehensive overview of the advertising research process, including a framework of progressive degrees of involvement; and
  • An analysis of the obstacles, challenges, and trends defining the research process.

Advertising Research provides a concise yet thorough coverage of research techniques and issues, with the ultimate goal of fostering a greater understanding of its value as a facet of marketing. This monograph is geared towards the primary users of research, the marketing executive. It should be of great use as well to marketing managers hoping to improve their understanding and evaluation of advertising research.

Careers In Marketing

Careers in Marketing

Careers in Marketing is a monograph produced by the American Marketing Association in a series focusing on marketing issues. Distinguished researcher and consultant, Neil Holbert, presents significant career opportunities available to students considering potential careers in the marketing discipline.

This concise yet thorough text provides the following informative discussions:

  • Six areas, including sales, advertising, retailing, and brand management, which constitute marketing careers;
  • The multiple facets of marketing, including a specific applications and situations, as well as an explanation of the “Marketing Concept”; and,
  • The role of academic training in pursuit of a career in marketing.

The author provides concise coverage of various marketing careers in accessible, non-technical language. The ultimate goal is to provide a guide for marketing students intent on furthering their careers in the discipline. The discussions and issues presented by the author make this a valuable tool for educators and students involved in multiple marketing disciplines, such as advertising, market research, and sales representation.

Research In The Twilight Zone

Research in the Twilight Zone

Research in the Twilight Zone, produced by the American Marketing Association, relates concept research to definite parameters of time, specifically the twilight zone. This term refers to the period after an idea or product has been created, but before it has proven a failure or success. This monograph is intended to aid business decision-makers with properly valuing concept research, and acts as a guide for marketing management going through the concept testing process.

To reach this goal, the monograph provides the following:

  • Presentation and analysis of the three major misconceptions of concept research, as well as three guiding conceptions for studying research;
  • A thorough analysis of the three stages of concept research: generation, diagnosis, and evaluation; and,
  • A simplified design-chain outlining the essential steps and factors inherent in concept research.

Research in the Twilight Zone is a brief yet thoroughly researched and highly accessible text that emphasizes the importance of concept research and its processes. It will prove highly valuable to market researchers, managers, and businesses of any size in the efficient and profitable execution of products and ideas.

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