Legends in Marketing: Yoram 'Jerry' Wind

book synopsis/description:

The Legends in Marketing series captures the essence of the most important contributions made in the field of Marketing in the past hundred years. It reproduces the seminal works of the legends in the field, which are supplemented by interviews of these legends as well as by the opinions of other scholars about their work.

The series comprises various sets, each focusing on the multiple ways in which a legend has contributed to the field. This set in the series, consisting of 8 volumes, is a tribute to Yoram 'Jerry' Wind. Wind is internationally known for pioneering research on organizational buying behavior, market segmentation, conjoint analysis, and marketing strategy.

Yoram 'Jerry' Wind is the Lauder Professor or Marketing; Academic Director, The Wharton Fellows Program; and Director, SEI Center for Advanced Studies in Management at the Wharton School of University of Pennsylvania, USA. Professor Wind is one of the most cited authors in marketing. He is a regular contributor to the professional marketing literature, with 22 books and more than 250 research papers, articles and monographs on marketing strategy, marketing research, new product and market development, consumer and industrial buying behavior and international marketing. He is the recipient of numerous academic awards, including the four major marketing awards: the Charles Coolidge Parlin Award (1985), AMA/Irwin Distinguished Educator Award (1993), the Paul D. Converse Award (1996), and the Buck Weaver Award (2007). His 2004 book, The Power of Impossible Thinking: Transform the Business of Your Life and the Life of Your Business, draws on the latest research in neuroscience to explain how a person's mental models can distort perceptions, creating both limits and opportunities. He consults with major firms around the world, provides expert testimony in many intellectual property and antitrust cases, and has lectured in over 50 universities worldwide.

Jagdish N. Sheth is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University, USA. Earlier, he has worked at the University of Southern California, the University of Illinois, Columbia University and Massachusetts Institute of Technology. He is well-known for his scholarly contributions in the study of consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis.

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