About the Authors
SUNIL GUPTA is Meyer Feldberg Professor of Business at the Columbia
Business School, Columbia University, New York. He has also taught
at UCLA and the Harvard Business School; conducted seminars and
consulted with companies worldwide; appeared on CNN, BBC, and PBS;
and been quoted in publications, including The New York Times,The
Financial Times, and The Washington Post.
Gupta's expertise is in marketing strategy, pricing, and customer
management. He has published extensively on these topics. His
research papers have won several awards. He serves on the editorial
boards of six journals.
He is the cofounder and president of the EX Group, a strategic
consulting group that specializes in customer management. He also
served as an academic trustee of the Marketing Science Institute.
He holds an MBA from Indian Institute of Management and a Ph.D.
from Columbia University.
DONALD R. LEHMANN is George E. Warren Professor of Business at the
Columbia Business School, Columbia University, New York. His
research interests include modeling individual and group
decision-making, empirical generalizations and meta-analysis, the
introduction and adoption of new products and innovations, and
measuring the value of marketing assets such as brands and
customers. He has taught courses in marketing, management, and
statistics at Columbia and has also taught at Cornell, Dartmouth,
New York University, and the University of Pennsylvania.
Lehmann has published in and served on the editorial boards of
several journals and was founding editor of Marketing Letters. His
books include Market Research and Analysis, Analysis for Marketing
Planning, Product Management, and Meta-Analysis in Marketing.
He served as executive director of the Marketing Science Institute
and as president of the Association for Consumer Research. He is
the recipient of many awards, including the 2000 Paul D. Converse
award and the AMA McGraw Hill-Irwin distinguished marketing
educator award. He holds an M.S.I.A. and Ph.D. from the Krannert
School of Purdue University.
Gupta and Lehmann, along with Joel Steckel, are coauthors of
Marketing Research.
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