The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field, supplemented by interviews of these legends as well as the opinions of other scholars about their work.
The series comprises various sets, each focused on the multiple ways in which a legend has contributed to the field. This eleventh set in the series, consisting of five volumes, is a tribute to Gerald Zaltman.
Professor Zaltman is the Joseph C. Wilson Professor Emeritus at the Harvard Business School, Massachusetts, and a founding partner in Olson Zaltman Associates, a market research and marketing consulting firm with clients around the globe. Professor Zaltman received his AB degree from Bates College, Maine, his MBA degree from The University of Chicago, and his PhD in Sociology from the Johns Hopkins University, Maryland. He has taught at the University of Alaska, Northwestern University (Illinois), the University of Pittsburgh, and Harvard University. At Harvard University, he was a member of Harvard's interdisciplinary Mind, Brain, Behavior Initiative which sought to integrate advances in scientific thinking across the university. He also served on its steering committee. Additionally, he was the co-director, with Professor Stephen M. Kosslyn, of the Harvard Business School's Mind of the Market Laboratory where pioneering work was done on the Zaltman Metaphor Elicitation Technique and on the application of cognitive neuroscience in marketing including brain imaging and implicit association testing.
Professor Zaltman is the author or editor of over 20 books, many of which have been published in several languages. He is a frequent contributor to scholarly and professional journals. Professor Zaltman has received numerous professional awards and honors. He is a past president of the Association for Consumer Research and has served on several editorial boards in marketing and the social sciences. Professor Zaltman has held three U.S. patents related to market research tools including the first patent ever granted for a research tool in marketing. He is actively sought after as a consultant and speaker around the globe.
The series is edited by Jagdish N. Sheth, who is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University, USA. He is a past president of the Association for Consumer Research (ACR), as well as Division 23 (Consumer Psychology) of the American Psychological Association (APA). He is also a Fellow of the APA. Professor Sheth is the coauthor of the Howard-Sheth Theory of Buyer Behavior, a classic in consumer behavior published in 1969.
Volumes in this set:
Volume 1: Planned Social Change and the Diffusion of Innovation
Editor: Christine Moorman
Volume 2: Zaltman Metaphor Elicitation Technique
Editor: Robin Coulter
Volume 3: Consumer Behavior Research
Editor: Melanie Wallendorf
Volume 4: Marketing Management
Editor: Luc Wathieu
Volume 5: Marketing Theory
Editor: Manjit S. Yadav
Sheth, Jagdish N.: -
Jagdish N. Sheth, Ph.D., is the Charles H. Kellstadt Professor of Marketing at Emory University, Goizueta Business School. He is known nationally and internationally for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. When he joined Emory's faculty in 1991, Professor Sheth had nearly 30 years of combined experience in marketing from the University of Southern California, the University of Illinois, Columbia University, and Massachusetts Institute of Technology.
Throughout his career, Professor Sheth has offered more than a thousand presentations in at least 20 countries. He has also provided consultancy for numerous companies in the United States, Europe, and Asia. His client list includes AT&T, BellSouth, Cox Communications, Delta, Ernst & Young, Ford, GE, Lucent Technologies, Motorola, Nortel, Pillsbury, Sprint, Square D, 3M, Whirlpool, and others. Currently, Professor Sheth sits on the Board of Directors of several public companies including Norstan, Cryo Cell International, and Wipro Limited.
Professor Sheth's accolades include "Outstanding Marketing Educator," an award presented by the Academy of Marketing Science, the "Outstanding Educator" award twice-presented by Sales and Marketing Executives International, and the P.D. Converse Award for his outstanding contributions to theory in marketing, presented by the American Marketing Association. Professor Sheth is the recipient of the two highest awards given by the American Marketing Association: the Richard D. Irwin Distinguished Marketing Educator Award and the Charles Coolidge Parlin Award.
In 1996, Professor Sheth was selected as the Distinguished Fellow of the Academy of Marketing Science. The following year, he was awarded the Distinguished Fellow award from the International Engineering Consortium. Professor Sheth is also a Fellow of the American Psychological Association (known as APA). In 2014, he was awarded the William Wilkie Award, Marketing for a Better World by the American Marketing Association.
Professor Sheth has authored or coauthored hundreds of articles and books. In 2000, he and Andrew Sobel published the best seller, Clients for Life. In 2001, Value Space, which he coauthored with Banwari Mittal, was published. Professor Sheth's most popular book, The Rule of Three, was coauthored with Dr Rajendra Sisodia and published in 2002. He has since written notable publications: Tectonic Shift, Firms of Endearment, and The 4 A's of Marketing.
