Proceedings of the 17th Paul D. Converse Symposium

Proceedings of the 17th Paul D. Converse Symposium was edited by Cele Otnes and William Qualls. These proceedings were presented at the 2010 conference. This volume contains presentations by four award recipients who were recognized for their outstanding contributions in marketing theory and science. Also featured are reviews of the recipients contributions by other marketing scholars. The recipients are as follows: Joseph W. Alba for his outstanding contribution to Consumer Research; Leonard L. Berry for his exceptional works in services marketing; Kent B. Monroe for his pioneer research on the information value of price; P. Rajan Varadarajan for his extraordinary works in the field of strategy, international marketing,and electronic commerce; and, Valarie A. Zeithaml for her exhaustive research in customer expectations.