Lawrence Gibson has had a long and highly regarded career in marketing research. He was Director of Corporate Marketing Research at General Mills, Inc., for 20 years, an advertising agency researcher, and a consultant to such clients as General Motors, Amoco, and Motorola. He is currently a consultant and speaker. For many years Gibson led the American Marketing Association's Introduction to Marketing Research program at Notre Dame, and he is a frequent speaker at AMA and Advertising Research Foundation conferences. He has served on AMA's National Board and chaired its Marketing Research Committee. He was a member of the Marketing Research Editorial Review Board and has published many articles in professional journals. Gibson has been a Trustee of the Marketing Science Institute, he's chaired The Conference Board's Marketing Research Council and the Association of National Advertisers' Research Committee, and he's served on the Business Research Advisory Council of the Bureau of Labor Statistics.
"Should be required reading for all marketing managers and marketing researchers." -- Michael J Etzel, Emeritus Professor of Marketing, University of Notre Dame
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