Marketing Management: Text and Cases

Leonard J. Parsons is professor of marketing at Georgia Institute of Technology's Dupree College of Management. He received his S.B. degree in chemical engineering from the Massachusetts Institute of Technology and his M.S.I.A. and Ph.D degrees in industrial administration with a specialization in marketing from Purdue University's Krannert School. He has taught at Indiana University and the Claremont Graduate School, and has been a visiting scholar at M.I.T., a Fulbright-Hays Senior Scholar at Katholieke Universiteit Leuven (Belgium), a visiting professor at INSTEAD (France), the Norwegian School of Marketing (Oslo), and U.C.L.A., an Advertising Educational Foundation Visiting Professor at Anheuser-Busch, and an Intercollegiate Center for Management Science Visiting Professor at the Center for Research on the Economic Efficiency of Retailing of the Facultés Universitaires Catholiques de Mons (Belgium) and at the European Institute for Advanced Studies in Management (Brussels). He has been a member of the European Marketing Academy's Executive Council, a member of the Graduate Management Admission Council's Research and Test (GMAT) Development Committee, chair of the American Statistical Association's Section on Statistics in Marketing, and a member of the Advisory Board of the American Marketing Association's Marketing Research Special Interest Group. He has served as marketing department editor of Management Science and associate editor of Decision Sciences, and has been on the editorial boards of the Journal of Marketing Research, the Journal of Marketing, and the Journal of Business Research. He has coedited special issues of the International Journal of Forecasting and the International Journal of Research un Marketing. He has coauthored or coedited five books, and Market Response Models: Econometric and Time Series Analysis, two programmed learning texts, seven chapters in books, and articles in journals such as the Journal of Marketing Research, Management Science, Operations Research, and Applied Economics. He has received several awards from the American Marketing Association, including the first place award in its National Research Design Competition, and a grant from the American Association of Advertising Agencies. He is member of Beta Gamma Sigma and Phi Kappa Phi and is listed in Who's Who in America. He is an expert on market  response models, and his main interest is in marketing productivity.