Proceedings of the 14th Paul D. Converse Symposium

Proceedings of the 14th Paul D. Converse Symposium were edited by James D. Hess and Kent B. Monroe. These proceedings were presented at the 1996 conference. This volume contains presentations by six award recipients who were recognized for their outstanding contributions in marketing theory and science, as well as a review of the recipients contributions by other marketing scholars. The recipients are as follows: David A. Aaker for his contribution to brand equity research and analysis; Gilbert A. Churchill Jr. for his works on measurement in marketing; George S. Day for his insights on market driven strategies; John R. Hauser for his contribution to product development models and studies; Glen L. Urban for his role in new product modeling; and, Jerry (Yoram) Wind for his extensive research on market segmentation.