|Categories:||Market Research, Marketing Strategy, Marketing Theory|
|Authors:||Betsy D. Gelb, Gabriel M. Gelb|
Betsy D. Gelb
Professor Betsy D. Gelb teaches at C.T. Bauer College of Business at the University of Houston. She achieved a doctorate from the same university in management. She teaches marketing strategy and management. Her research interests involve trademark/trade dress issues and other areas where marketing and legal issues meet, health care marketing, and advertising. A co-author of management books, she serves on editorial board of Current Issues and Research in Advertising. She is also a contributor to journals such as Harvard Business Review, MIT Sloan Management Review, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, and others.
Gabriel M. Gelb
Gabriel M. Gelb is the Founder, Expert Witness, and Senior Consultant of the Gelb Consulting Group, Inc. He has written or co-authored 40 books, monographs, and peer-reviewed articles. He has been an expert witness in over 100 intellectual property (trademark and trade dress) cases in federal and state courts in 30 states. For his pioneering work in market research, he is a recipient of the Crystal Award for Lifetime Achievement by the Houston Chapter of the American Marketing Association. He was also a member of Editorial Review Board of Journal of Marketing.