President's Professor Emeritus of Marketing, College of Business Administration
Los Angeles, CA, UNITED STATES
Ph.D., Psychology
1974
M.A., Psychology
1973
B.A., Psychology
1972
Conferred by the Marketing Accountability Standards Board.
Published in the Journal of Retailing in 2020.
Identified as one of the five most important influencers of papers published in the 60-year history of the Journal of Advertising Research.
2020-12-01Named a Fellow of the American Marketing Association, a distinction given to members of the AMA who have made significant contributions to the research, theory, and practice of marketing, and/or to the service and activities of the AMA over a prolonged period of time. There are currently only about 50 such fellows.
2020-11-09Journal of Advertising
2017-03-01
The rise of Web 2.0, the advent of greater bandwidth, and new technology platforms have made it possible to extend the range of focus-group research to the online environment. This provides advertising researchers, advertising agencies, and advertisers with opportunities to reach consumers who were heretofore difficult to reach, to create groups with new and different compositions, and to use online collaborative tools not readily available in face-to-face groups. This article reviews online focus-group research, identifies several types of online groups, and contrasts the uses and results of online focus groups with the uses and results of face-to-face focus groups. The article concludes that online and face-to-face venues for focus-group research are complementary, with online focus-group research opening new opportunities for gathering data to inform advertising research, theory, and decision making. The article also suggests that differences between online focus-group research and face-to-face focus-group research, with respect to group interaction and the ability to obtain information, are being eroded as technology provides greater opportunities to create social presence in an online environment.
view moreMarketing Accountability Standards Board White Paper
2016-11-10
Expenditures that have a life of less than a year are treated as current expenses while expenditures that have a life of greater than a year are capitalized and amortized over the useful life. Advertising expenditures are treated as short-term and expensed in the current year. Several proposals have been made to change the treatment of advertising to treat all advertising as having some long-term effect on sales. This paper examines research in economics, marketing and accounting that has addressed the short- and long-term effects of advertising on sales.
view moreJournal of Cultural Marketing Strategy
2016-02-01
Marketing research and its uses within the firm are undergoing a profound shift in response to changes in technology, consumer lifestyles and the global economy, and demands for greater accountability of the marketing organization. This paper explores the nature of these changes and their implications for the conduct of marketing research in the future.
view moreHandbook of Persuasion and Social Marketing
2015-01-04
This comprehensive collection examines the role of persuasion in a marketing context. The book's central theme is woven throughout each of the three volumes: volume one focuses on the conceptual and philosophical foundations of the trend; the second part addresses its theoretical and strategic dimensions; and the final section discusses applications to specific societal issues like personal, public, and environmental caretaking; disease prevention; good nutrition; and safe sex. Chapters address campaign planning, regulatory and compliance issues, and the measurement of outcomes.
view moreJournal of Higher Education Theory and Practice
2013-04-23
The current state and future direction of graduate management education is examined and reviewed. Challenges and opportunities are identified and discussed. The paper concludes that graduate management remains and will remain relevant to the needs of business and society at large but also points to the need for business school's to become ever more responsive to the rapid changes occurring in the business environment.
view moreLessons In Leading Change: Learning From Real World Cases
2012-07-01
30 real-life business cases on 365 pages to showcase how skilled, high-impact leaders handle changes in organisations and opportunities. These cases are written in practical every-day English and applicable to managers, leaders, graduate and under-graduate students and academics. This book is available as hard cover book or as .pdf file for a single-user license. This is the .pdf file version.
view moreAmerican Marketing Association
1983-05-01
Applications of cluster analysis to marketing problems are reviewed. Alternative methods of cluster analysis are presented and evaluated in terms of recent empirical work on their performance characteristics. A two-stage cluster analysis methodology is recommended: preliminary identification of clusters via Ward's minimum variance method or simple average linkage, followed by cluster refinement by an iterative partitioning procedure.
view moreAmerican Marketing Association
1981-02-01
The use of factor analysis as a method for examining the dimensional structure of data is contrasted with its frequent misapplication as a tool for identifying clusters and segments. Procedures for determining when a data set is appropriate for factoring, for determining the number of factors to extract, and for rotation are discussed.
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