William B. Locander

William B. Locander received his Ph.D. in 1973 from the University of Illinois in Champaign-Urbana. In 1983, he was appointed the Distinguished Professorship in Marketing and the Department of Marketing, Logistics and Transportation at the University of Tennessee-Knoxville. He also served on the faculty at the University of Houston, where he was chair of the Department of Marketing and Entrepreneurship. In 2008, he was chosen as the new dean for the Joseph A. Butt, S.J., College of Business at Loyola University in New Orleans.

From 1988 through 1989, Locander served as president of the National American Marketing Association. From 1991 through 1992, he was an examiner for the Malcolm Baldrige National Quality Award. In 1992, Locander accepted the Frank Harvey Endowed Professorship of Marketing and Quality along with the department chair position at USF. He was also an examiner for the 1993 Governors Sterling Award.

Locander has spoken and consulted in the areas of leadership, organizational change, marketing, total quality, strategic planning, and customer satisfaction with companies such as Inchcape Shipping Services, General Electric, IBM, Chevron, 3M, Procter & Gamble, Sea Land, American Brands, the City of Richmond, California, USF Health Sciences Center, Sea Star Lines, and Regency Centers.

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Problem Definition In Marketing

Problem Definition in Marketing

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.

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