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December 5, 2010 | History

Proceedings of the 14th Paul D. Converse Symposium 1 edition

Proceedings of the 14th Paul D. Converse Symposium
Paul D. Converse Symposium (14 ...

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Proceedings of the 14th Paul D. Converse Symposium
edited by James D. Hess and Kent B. Monroe.

Published 1998 by American Marketing Association in Chicago, Ill .
Written in English.

Table of Contents

1. The
saga of brand equality-a personal history -- Davied A. Aaker ;
Comments on David A. Aaker -- Jennifer Aaker ;
Dave Aaker: a wizard, a true star -- Kevin Keller ; The
Aaker paradigm -- William Wells -- 2.
Measurement in marketing: time to refocus? -- Gilbert A. Churchill, Jr. ;
Sometimes nice guys do finish first -- Peter Paul -- 3. The
evolution of market driven strategies -- George S. Day ;
George S. Day: marketing strategist -- David Aaker ;
From good theory to "really good" implementation -- Paul Root -- 4. The
role of mathematical models in the study of product development -- John R. Hauser ;
You are what you measure -- Abbie Griffin ;
Models, theory and selecting research topics: a discussion -- Steven Shugan -- 5.
New product modeling-30 year retrospective and future challenges -- Glen L. Urban ;
Glen Urban and his research -- John Little ;
How to succeed by really trying: Glen Urban and the 1996 converse award -- John Roberts -- 6.
Segmentation: accomplishments, issues and challenges of the global information age -- Yoram (Jerry) Wind ; A
man for all seasons and all times: comments on Yoram (Jerry) Wind and his contributions to marketing education and research -- Paul Green ;
Practice what you preach: an application of market segmentation to comtributions made by Yoram Wind -- Vijay Mahajan.

Edition Notes

Includes bibliographical references.

Proceedings series, Proceedings series (American Marketing Association).
Other Titles
Proceedings of the fourteenth Paul D. Converse Symposium, 14th Paul D. Converse symposium


Dewey Decimal Class
Library of Congress
HF5411 .P38 1996

The Physical Object

ix, 158 p. :
Number of pages

ID Numbers

Open Library
LC Control Number

History Created December 10, 2009 · 2 revisions Download catalog record: RDF / JSON

December 5, 2010 Edited by Open Library Bot Added subjects from MARC records.
December 10, 2009 Created by WorkBot add works page