Proceedings of the 14th Paul D. Converse Symposium
By: edited by James D. Hess and Kent B. Monroe.
Contributors: Hess, James D.; Monroe, Kent B.
Series: Proceedings series; Proceedings series (American Marketing Association).
Publisher: American Marketing Association
Published: 1998
Place of publication: Chicago, Ill
Language: eng
Number of pages: 158
Subjects: Marketing -- Congresses.
Genres: Congresses.
Other titles: Proceedings of the fourteenth Paul D. Converse Symposium; 14th Paul D. Converse symposium
Notes: Includes bibliographical references.
Table of contents: title: 1. The; title: saga of brand equality-a personal history -- Davied A. Aaker ;; title: Comments on David A. Aaker -- Jennifer Aaker ;; title: Dave Aaker: a wizard, a true star -- Kevin Keller ; The; title: Aaker paradigm -- William Wells -- 2.; title: Measurement in marketing: time to refocus? -- Gilbert A. Churchill, Jr. ;; title: Sometimes nice guys do finish first -- Peter Paul -- 3. The; title: evolution of market driven strategies -- George S. Day ;; title: George S. Day: marketing strategist -- David Aaker ;; title: From good theory to "really good" implementation -- Paul Root -- 4. The; title: role of mathematical models in the study of product development -- John R. Hauser ;; title: You are what you measure -- Abbie Griffin ;; title: Models, theory and selecting research topics: a discussion -- Steven Shugan -- 5.; title: New product modeling-30 year retrospective and future challenges -- Glen L. Urban ;; title: Glen Urban and his research -- John Little ;; title: How to succeed by really trying: Glen Urban and the 1996 converse award -- John Roberts -- 6.; title: Segmentation: accomplishments, issues and challenges of the global information age -- Yoram (Jerry) Wind ; A; title: man for all seasons and all times: comments on Yoram (Jerry) Wind and his contributions to marketing education and research -- Paul Green ;; title: Practice what you preach: an application of market segmentation to comtributions made by Yoram Wind -- Vijay Mahajan.