|Categories:||B2B Marketing, Marketing Strategy, Marketing Theory|
|Authors:||Michael J. Houston, Richard J. Lutz|
Michael J. Houston
Michael J. Houston is the Ecolab-Pierson Grieve Chair in International Marketing and serves as Associate Dean of Global Initiatives at the Carlson School of Management at the University of Minnesota. He also serves as Academic Director for the Center for International Business Education and Research.
Professor Houston was the founding academic director of the Carlson Brand Enterprise, a consultancy that partners top MBA students with insightful faculty on real-world brand projects. He holds a Ph.D. in marketing from the University of Illinois. His research specializes in global branding and cultural differences in consumer behavior, and he serves on the editorial boards of the Journal of Consumer Psychology, International Journal of Research in Marketing, and the Asian Journal of Marketing. He is a past editor of the Journal of Marketing Research.
Richard J. Lutz
Richard J. Lutz is the J.C. Penney Professor of Marketing at Warrington College of Business Administration at the University of Florida. Dr. Lutz has published some 75 articles, books and chapters, primarily in the area of consumer attitudes and response to advertising.
His current research addresses consumer response to alternative online advertising formats, intergenerational transfer of brand preferences, and recreational consumption. He received his PhD, MS, and BS in marketing from the University of Illinois. His research interests include consumer behavior, advertising response, and services marketing.