An edition of Proceedings of the 14th Paul D. Converse Symposium
(1998)
Proceedings of the 14th Paul D. Converse Symposium
by Paul D. Converse Symposium (14th 1996 Un...
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Last edited by Open Library Bot
December 5, 2010 | History
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Subjects
Congresses, Marketing| Edition | Availability |
|---|---|
1
Proceedings of the 14th Paul D. Converse Symposium
1998, American Marketing Association
in English
0877572712 9780877572718
|
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Book Details
Published in
Chicago, Ill
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.
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| December 5, 2010 | Edited by Open Library Bot | Added subjects from MARC records. |
| December 10, 2009 | Created by WorkBot | add works page |