Proceedings of the 14th Paul D. Converse Symposium

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Proceedings of the 14th Paul D. Converse Symposium were edited by James D. Hess and Kent B. Monroe. These proceedings were presented at the 1996 conference. This volume contains presentations by six award recipients who were recognized for their outstanding contributions in marketing theory and science, as well as a review of the recipients contributions by other marketing scholars. The recipients are as follows: David A. Aaker for his contribution to brand equity research and analysis; Gilbert A. Churchill Jr. for his works on measurement in marketing; George S. Day for his insights on market driven strategies; John R. Hauser for his contribution to product development models and studies; Glen L. Urban for his role in new product modeling; and, Jerry (Yoram) Wind for his extensive research on market segmentation.

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Book Information

Pages: 168
Published: 1998
New Copyright: 2012
ISBN: 9781613113233
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Authors:,

Author information


James D. Hess James D. Hess

James D. Hess is the C.T. Bauer Professor of Marketing Science in the Department of Marketing and Entrepreneurship at the University of Houston. He holds a Ph.D. in Economics from Massachusetts Institute of Technology and an A.B. in Economics, B.S.E. Electrical Engineering, from Princeton University. Professor Hess was President of INFORMS Society on Marketing Science from 2000-2002.

His teaching and research areas of interest focus on theoretical marketing models, pricing and sales promotion, multivariate statistics, direct marketing, and marketing research. Papers by Professor Hess have appeared in Marketing Science, Management Science, Journal of Marketing Research, American Economic Review, Journal of Business, Journal of Service Research, Journal of Direct Marketing, Quarterly Journal of Economics and Journal of Economic Theory.


Kent B. Monroe Kent B. Monroe

Professor Kent B. Monroe is a Visiting Distinguished Scholar in Marketing at the Robins School of Business at the University of Richmond in Richmond, Virginia. He teaches courses in pricing strategy and tactics, marketing management, and research methods.

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