|Categories:||Consumer Behavior, Market Research|
|Authors:||Harper W. Boyd, Ralph L. Westfall|
Harper W. Boyd
Professor Harper W. Boyd, Jr. was the Donaghey Distinguished Professor Emeritus of Marketing at the University of Arkansas at Little Rock and a co-author of the EBS Marketing course. He was internationally known in the areas of marketing strategy and marketing research. He authored, co-authored, and edited more than 50 books and monographs and 100 articles, cases and other teaching materials and served as editor of the Journal of Marketing Research. He taught on the faculties of several prominent business schools around the world, including Stanford, Northwestern, Tulane and INSEAD, and received an honorary Doctorate of Letters from EBS. He also consulted extensively with both consumer and industrial products companies around the world. Professor Boyd passed away in 1999.
Ralph L. Westfall
Ralph L. Westfall co-authored several works in the field of marketing, such as An Evaluation of Continuous Consumer Panels. Westfall was Professor of Marketing at the Kellogg School of Management at Northwestern University in 1950s and 1960s.