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.


Book Information

Pages: 11
Published: 1975
New Copyright: 2012
ISBN: 9781613112120

Author information

A. Benton Cocanougher A. Benton Cocanougher

Dr. A. Benton Cocanougher was appointed Interim Dean of the Bush School effective January 1, 2009. He is Dean Emeritus and Professor Emeritus at the Mays Business School at Texas A&M University. Cocanougher has a long and distinguished record in academic administration having served as Dean of the Mays School of Business from 1987 — 2001, dean of the College of Business (1976-1985), and senior vice president and provost (1985-87) at the University of Houston. Most recently, he served as the interim chancellor of the Texas A&M University System (2003-2004).

Dr. Cocanougher earned his undergraduate and graduate degrees in finance and marketing from the University of Texas at Austin. His primary research interests include marketing strategy and planning and consumer analysis. His publications have appeared in several professional journals, including Harvard Business Review, Journal of Marketing, Journal of Marketing Research, and Social Science Quarterly.

His professional awards and activities include the Distinguished Alumnus Award, College of Business Administration, University of Texas at Austin; Texas A&M Association of Former Students Distinguished Achievement Award; Distinguished Service Award, University of Houston – College of Business Administration Alumni Association; Nicholas Salgo Outstanding Teacher Award; Mortar Board Distinguished Professor Award; and member, Beta Gamma Sigma Honorary, Phi Kappa Honorary, and Golden Key Honorary.

William B. Locander 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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