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Legends in Marketing: Paul E. Green
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Legends in Marketing: Paul E. Green

Six Volume Set
Edited by:


February 2017 | 2 356 pages | SAGE India

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, supplemented by interviews of these legends as well as by the opinions of other scholars about their work.

The series comprises various sets, each focused on the multiple ways in which a legend has contributed to the field. This tenth set in the series, consisting of six volumes, is a tribute to Paul E. Green, Emeritus Professor of Marketing at The Wharton School, The University of Pennsylvania.
 

Prof. Green was often called “the father of conjoint analysis,” the powerful predictive statistical technique and backbone of market research. Conjoint analysis allows marketing managers to make accurate decisions about what products and services to sell—and helped make Green marketing’s most cited author. The marketing discipline’s familiarity with the utilization of Bayesian statistics, multidimensional scaling, clustering, and analysis of qualitative data are due in part to the pioneering works of Prof. Green. The most prolific of marketing scholars with 16 books and over 200 articles, his influence on the marketing discipline ranges far beyond his groundbreaking inspired writings. As a creative researcher, he stimulated the design and implementation of numerous innovative studies for the solution of real-world problems. Prof. Green received all of the major marketing awards, including the Parlin Award for Advancement of Science in Marketing, the AMA/Irwin Marketing Educator of the Year Award, The Outstanding Marketing Educator Award, and the Lifetime Achievement in Marketing Research Award.  He was also selected as one of the nine Legends of Marketing and SAGE Publications will be publishing six volumes of his writings. In 1996, the Journal of Marketing Research established the Paul E. Green Award for the best article in the Journal of Marketing Research that demonstrates the greatest potential to contribute significantly to the practice of marketing research. He passed away on September 21, 2012.

The series is edited by Jagdish N. Sheth, who is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University, USA. He is past president of the Association for Consumer Research (ACR) as well as Division 23 (Consumer Psychology) of the American Psychological Association. He is also a Fellow of the American Psychological Association (APA). Professor Sheth is the coauthor of the Howard–Sheth Theory of Buyer Behavior, a classic in consumer behavior published in 1969.

Volumes in this set:

Volume 1: MDS and Positioning

Editor: Wayne DeSarbo

Volume 2: Clustering and Segmentation

Editor: Jerry Wind and Arun Jain

Volume 3: Conjoint Analysis: the Pioneering Years

Editor: Seenu Srinivasan

Volume 4: Conjoint Analysis: Advanced Methods

Editor: Abba M. Krieger and Eric Bradlow

Volume 5: Conjoint Analysis: Applications

Editor: Vithala R. Rao

Volume 6: Marketing Research

Editor: Joel Huber

 
Volume 1: MDS & Positioning
 
Appendix of Sources
Jagdish N. Sheth
Series Introduction
Jagdish N. Sheth
Set Introduction:
Wayne DeSarbo
Volume Introduction: Multidimensional Scaling and Positioning: The Conrtibutions Of Paul E. Green
 
Marketing Applications of MDS: Assessment and Outlook
Michael H. Halbert and Patrick J. Robinson
Perception and Preference Mapping in the Analysis of Marketing Behavior
Marshall G. Greenberg
Ordinal Methods in Multidimensional Scaling and Data Analysis
Arun Maheshwari and Vithala R. Rao
Dimensional Interpretation and Configuration Invariance in Multidimensional Scaling: An Empirical Study
Frank J. Carmone
Multidimensional Scaling: An Introduction and Comparison of Nonmetric Unfolding Techniques
Vithala R. Rao
Multidimensional Scaling and Individual Differences
Vithala R. Rao
Configuration Synthesis in Multidimensional Scaling
 
On the Robustness of Multidimensional Scaling Techniques
Yoram Wind and Henry J. Claycamp
Brand-Feature Congruence Mapping
Richard A. Harshman, Yoram Wind and Margaret E. Lundy
A Model for the Analysis of Asymmetric Data in Marketing Research
J. Douglas Carroll and Catherine M. Schaffer
Interpoint Distance Comparisons in Correspondence Analysis
J. Douglas Carroll and Catherine M. Schaffer
Comparing Interpoint Distances in Correspondence Analysis: A Clarification
J. Douglas Carroll
An INDSCAL-based Approach to Multiple Correspondence Analysis
J. Douglas Carroll
A Simple Procedure for Finding a Composite of Several Multidimensional Scaling Solutions
Abba M. Krieger
Recent Contributions to Optimal Product Positioning and Buyer Segmentation
Abba M. Krieger
An Application of a Product Positioning Model to Pharmaceutical Products
J. Douglas Carroll
Psychometric Methods in Marketing Research: Part II, Multidimensional Scaling
Vithala R. Rao
Technical Appendix B in Applied Multidimensional Scaling: A Comparison of Approaches and Algorithms
 
Perspectives of Other Scholars
 
Vithala R. Rao – Commentary for the Green MDS – Positioning Volume
 
Michel Wedel – A Reflection on Paul Green's Impact on the Science and Practice of Multidimensional Scaling
Wayne DeSarbo
A Conversation with Paul Green
 
Volume 2: Clustering and Segementation
 
Appendix of Sources
 
Timeline
Jagdish N. Sheth
Series Introduction
Jagdish N. Sheth
Set Introduction
 
Volume Introduction Jerry Wind and Arun Jain
 
Market Segmentation
Frank J. Carmone
Segment Congruence Analysis: A Method for Analyzing Associations among Alternative Bases for Market Segmentation
Anil Chaturvedi and J. Douglas Carroll
2.K-modes Clustering
Abba M. Krieger
Market Segmentation Involving Mixtures of Quantitative and Qualitative Variables
Wayne S. DeSarbo, J. Douglas Carroll and Linda A. Clark
Synthesized Clustering: A Method for Amalgamating Alternative Clustering Bases with Differential Weighting of Variables
Abba M. Krieger
Alternative Approaches to Cluster-based Market Segmentation
Catherine M. Schaffer
An Empirical Comparison of Variable Standardization Methods in Cluster Analysis
 
Cluster-based Market Segmentation: Some Further Comparisons of Alternative Approaches
Abba M. Krieger
A Generalized Rand-Index Method for Consensus Clustering of Separate Partitions of the Same Data Base
 
Clustering
Abba M. Krieger
The Minimal Rank Correlation, Subject to Order Restrictions, with Application to the Weighted Linear Choice Model
Anil Chaturvedi, J. Douglas Carroll and John A. Rotondo
A Feature-based Approach to Market Segmentation via Overlapping K-Centroids Clustering
Abba M. Krieger
Modifying Cluster-based Segments to Enhance Agreement with an Exogenous Performance Variable
Abba M. Krieger
A Cautionary Note on Using Internal Cross Validation to Select the Number of Clusters
Ronald E. Frank
Numerical Taxonomy in Marketing Analysis: A Review Article
 
Research for Marketing Decisions
Catherine M. Schaffer and Karen M. Patterson
A Reduced-Space Approach to the Clustering of Categorical Data in Market Segmentation
Frank J. Carmone and Leo B. Fox
Television Program Similarities: An Application of Subjective Clustering
 
A Multidimensional Model of Product-features Association
 
Linking Soft Data Collection Techniques with Strategic Market Modeling: A Case Application
 
Distance Functions and Cluster Analysisx
 
Perspectives of Other Scholars
 
Howard Moskowitz & Phipps Arabie - You can have anything you want: Paul Green, segmentation, and marketing practice
F. J. Carmone, Jr.
Frank Carmone – Legends in Marketing: Dr. Paul E. Green, Reminiscing
 
Volume 3: Conjoint Analysis: The Pioneering Years
 
Appendix of Sources
 
Timeline
Jagdish N. Sheth
Series Introduction
Jagdish N. Sheth
Set Introduction
Seenu Srinivasan
Volume Introduction
 
Conjoint Analysis Basics
Vithala R. Rao
Conjoint Measurement for Quantifying Judgmental Data
Frank J. Carmone and Yoram Wind
Subjective Evaluation Models and Conjoint Measurement
Yoram Wind
New Way to Measure Consumers’ Judgments
 
Factorial Designs for Conjoint Analysis
 
On the Design of Choice Experiments Involving Multifactor Alternatives
J. Douglas Carroll and Frank J. Carmone
Superordinate Factorial Designs in the Analysis of Consumer Judgments
J. Douglas Carroll and Frank J. Carmone
Some New Types of Fractional Factorial Designs for Marketing Experiments
 
Conjoint Analysis as an Applied Marketing Tool
V. Srinivasan
Conjoint Analysis in Consumer Research: Issues and Outlook
J. Douglas Carroll, and Wayne S. DeSarbo
Estimating Choice Probabilities in Multiattribute Decision Making
J. Douglas Carroll, and Stephen M. Goldberg
A General Approach to Product Design Optimization via Conjoint Analysis
 
Conjoint Analysis of Item Collections
Yoram Wind and Arun K. Jain
Benefit Bundle Analysis
Yoram Wind and Arun K. Jain
Preference Measurement of Item Collections
Michael T. DeVita
A Complementarity Model of Consumer Utility for Item Collections
 
Extensions of Conjoint Analysis
Michael T. DeVita
An Interaction Model of Consumer Utility
Vithala R. Rao, and Wayne S. DeSarbo
Incorporating Group-Level Similarity Judgments in Conjoint Analysis
Wayne S. DeSarbo
Componential Segmentation in the Analysis of Consumer Trade-Offs
 
A Conjoint Model for Measuring Self- and Cross-Price
Stephen M. Goldberg
Demand Relationships
 
Hybrid Conjoint Analysis: The Early years
Stephen M. Goldberg and Mila Montemayor
A Hybrid Utility Estimation Model for Conjoint Analysis
Stephen M. Goldberg and James B. Wiley
A Cross-Validation Test of Hybrid Conjoint Models
 
Hybrid Models for Conjoint Analysis: An Expository Review
 
Perspectives of Other Scholars
 
John Hauser - Perspectives on Paul E. Green
 
Vithala R. Rao - Commentary for the Green Legend Volume on “Conjoint Analysis: the Pioneering years
 
Volume 4: Conjoint Analysis: Advanced Methods
 
Appendix of Sources
 
Timeline
Jagdish N. Sheth
Series Introduction
Jagdish N. Sheth
Set Introduction
Abba M. Krieger and Eric Bradlow
Volume Introduction
Abba M. Krieger and Manoj Agarwal
Adaptive Conjoint Analysis: Some Caveats and Suggestions International Portfolio Analysis and Strategy: The Challenge of the 80s (Reibstein, Jain)
Abba M. Krieger
Individualized Hybrid Models for Conjoint Analysis
Peter J. Lenk, Wayne S. DeSarbo and Martin R. Young
Hierarchical Bayes Conjoint Analysis: Recovery of Partworth Heterogeneity from Reduced Experimental Designs
Abba M. Krieger and Pradeep Bansal
Completely Unacceptable Levels in Conjoint Analysis: A Cautionary Note
Kristiaan Helsen and Bruce Shandler
Conjoint Internal Validity under Alternative Profile Presentations
Kristiaan Helsen
Cross-Validation Assessment of Alternatives to Individual-Level Conjoint Analysis: A Case Study
Abba M. Krieger and Manoj Agarwal
A Cross Validation Test of Four Models for Quantifying Multiattribute Preferences
Abba M. Krieger and U.N. Umesh
Effect of Level of Disaggregation on Conjoint Cross Validations: Some Comparative Findings
Abba M. Krieger
A Hybrid Conjoint Model for Price-Demand Estimation
Abba M. Krieger
Modeling Competitive Pricing and Market Share: Anatomy of a Decision Support System
Abba M. Krieger
Segmenting Markets with Conjoint Analysis
V. Srinivasan
Conjoint Analysis in Marketing: New Developments with Implications for Research and Practice
Abba M. Krieger and Yoram Wind
Thirty Years of Conjoint Analysis: Reflections and Prospects
Vithala R. Rao
Perspectives of Other Scholars Bob Meyer
 
Joel H. Steckel – Paul Green: The Hulk Hogan of Marketing
 
Olivier Toubia – Green, Fields and Bridges
 
Volume 5: Conjoint Analysis: Applications
 
Appendix of Sources
 
Timeline
Jagdish N. Sheth
Series Introduction
Jagdish N. Sheth
Set Introduction
Vithala R. Rao
Volume Introduction
 
The Vagaries of Becoming (and Remaining) a Marketing Research Methodologist
Jerry Wind and Vithala R. Rao
Conjoint Analysis: Methods and Applications
 
Product
 
Service Design and Optimization
Abba M. Krieger
A Consumer-based Approach to Designing Product Line Extensions
 
A Componential Segmentation Model with Optimal Product Design Features
Jerry Wind, Douglas K. Shifflet and Marsha Scarbrough
Courtyard by Marriott: Designing a Hotel Facility with Consumer-based Marketing Models
Abba M. Krieger and Terry Vavra
Evaluating New Products
Terry G. Vavra and Abba M. Krieger
Evaluating EZPass: Using Conjoint Analysis to Assess Consumer Response to a New Tollway Technology
Abba M. Krieger, Leonard Lodish, Jim D’Arcangelo, Chris Rothey and Paul Thirty
Consumer Evaluation of “Really New” Services: The TrafficPulse System
 
Market Segmentation and Product Positioning
Abba M. Krieger and Catherine M. Schaffer
Quick and Simple Benefit Segmentation
Abba M. Krieger
Conjoint Analysis with Product-Positioning Applications
 
Pricing and Bundling Analysis
Stephen M. Goldberg and Yoram Wind
Conjoint Analysis of Price Premiums for Hotel Amenities
Jeffry Savitz
Applying Conjoint Analysis to Product Assortment and Pricing in Retailing Research
Vijay Mahajan, Stephen M. Goldberg and Pradeep K. Kedia
A Decision-Support System for Developing Retail Promotional Strategy
 
Branding and Competition
Abba M. Krieger
Attribute Importance Weights Modification in Assessing a Brand’s Competitive Potential
Abba M. Krieger
Using Conjoint Analysis to View Competitive Interaction through the Customer’s Eyes
 
Software
 
User’s Guide to SIMOPT (1999)
Abba M. Krieger
User’s Guide to BUNDOPT (1999)
 
Perspectives of Other Scholars
 
John Hauser - Paul E. Green: An Applications’ Guru
 
Min Ding - A Gentle Giant
 
Volume 6: Marketing Research
 
Appendix of Sources
 
Timeline
Jagdish N. Sheth
Series Introduction
Jagdish N. Sheth
Set Introduction
Joel Huber
Volume Introduction Paul Green: Marketing Research and Critical Developments
 
Bayesian Decision Theory in Advertising
 
Bayesian Decision Theory in Pricing Strategy
Michael H. Halbert and Patrick J. Robinson
Canonical Analysis: An Exposition and Illustrative Application
Ronald E. Frank and Patrick J. Robinson
Cluster Analysis in Test Market Selection
Vithala R. Rao
Ratings Scales and Information Recovery—How Many Scales and Response Categories to Use?
 
On the Analysis of Interactions in Marketing Research Data
Yoram Wind and Arun K. Jain
Analyzing Free-Response Data in Marketing Research
Frank J. Carmone and David P. Wachspress
Consumer Segmentation via Latent Class Analysis
Frank J. Carmone and David P. Wachspress
On the Analysis of Qualitative Data in Marketing Research
J. Douglas Carroll and Wayne S. DeSarbo
A New Measure of Predictor Variable Importance in Multiple Regression
Donald S. Tull
Marketing Research—The Value and Cost of Decision-Making Information
J. Douglas Carroll
Univariate Analyses of Variance and Covariance
Frank J. Carmone
Model Misspecification in Multiattribute Parameter Estimation
Wayne S. DeSarbo and J. Douglas Carroll
An Alternating Least-Squares Procedure for Estimating Missing Preference Data in Product-Concept Testing
Catherine M. Schaffe and Karen M. Patterson
A Validation Study of Sawtooth Software’s Adaptive Conjoint Analysis (ACA)
J. Douglas Carroll
Psychometric Methods in Marketing Research: Part 1: Conjoint Analysis
Naresh Malhotra
Perspectives of Other Scholars
Paul E. Green
Multidimensional Scaling and Positioning: The Contributions of

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Jagdish N. Sheth

Jagdish N. Sheth, Ph.D., is the Charles H. Kellstadt Professor of Marketing at Emory University, Goizueta Business School. He is known nationally and internationally for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. When he joined Emory’s faculty in 1991, Professor Sheth had nearly 30 years of combined experience in marketing from the University of Southern California, the University of Illinois, Columbia University, and Massachusetts Institute of Technology. ... More About Author

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ISBN: 9789386042941