Marketing Research

David A. Aaker is the Vice-Chairman of Prophet; Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California, Berkeley; advisor to Dentsu, Inc.; and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of show more marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including Strategic Market Management, Managing Brand. Equity, Building Strong Brands, and Brand Leadership (co-authored with Erich Joachimsthaler). show less

George S. Day is executive director of the Marketing Science Institute in Cambridge, Massachusetts, visiting professor of marketing at the Harvard Business School, and professor of marketing at the University of Toronto. He is the author of nine books.

V. Kumar is Marvin Hurley Professor of Business Administration, Melcher Faculty Scholar, Director of Marketing Research Studies, and Director, Center for International Business, University of Houston, Texas, U.S.A.