|Categories:||Consumer Behavior, Market Research, Marketing Strategy, Marketing Theory|
|Authors:||Edward M. Tauber, James H. Myers|
Edward M. Tauber
Edward M. Tauber founded Brand Extension Research in 1981. He is president of the company. Dr. Tauber earned his Ph.D. in marketing from Cornell University. He was formerly a full professor at the University of Southern California and editor of the Journal of Advertising Research. Dr. Tauber was Executive Vice President and Research Director for DFS/Saatchi and Nestle/Carnation.
He developed the concept of “brand extension” which was published in articles entitled, “Brand Franchise Extension” from Business Horizons in 1981 and “Brand Leverage: Strategy For Growth in a Cost Control World,” from the Journal of Advertising Research in 1988. From the research methods he developed, his company created many brand extension products for Fortune 500 companies that generate over a billion dollars in sales annually.
Dr. Tauber wrote the seminal article “Why Do People Shop” in the Journal of Marketing and the book “Market Structure Analysis” with James H. Myers.
James H. Myers
Dr. James H. Myers is Professor Emeritus of Marketing at the Claremont Graduate University at the University of Southern California. He taught Graduate School Business Administration at the University of Southern California for twenty years before becoming Professor of Marketing at the Drucker School at Claremont Graduate University at the University of Southern California for twenty-two years.
Prior to his career in academia, Dr. Myers was manager of the Management Research Division at the Prudential Insurance Company’s regional headquarters. He is the author of seven books and more than sixty scholarly articles. He has done extensive consulting for Frito-Lay, Pacific Gas & Electric Co., and Eastman Kodak.