Foundations and Trends® in Marketing > Vol 16 > Issue 1-2

Reflections of Eminent Marketing Scholars

Edited by Dawn Iacobucci, Vanderbilt University, USA, dawn.iacobucci@vanderbilt.edu

 
Suggested Citation
Dawn Iacobucci (ed.) (2022), "Reflections of Eminent Marketing Scholars", Foundations and Trends® in Marketing: Vol. 16: No. 1-2, pp 1-307. http://dx.doi.org/10.1561/1700000076

Publication Date: 07 Mar 2022
© 2022 D. Iacobucci et al.
 
Subjects
B2B Marketing,  Branding and Brand Equity,  Marketing Research,  Consumer Behavior
 

Free Preview:

Download extract

Share

Journal details

Download article
In this article:
1. Introduction to Reflections of Eminent Marketing Scholars by Dawn Iacobucci
2. How I Got into Branding by David Aaker
3. Bayesian Battles by Greg Allenby
4. Choosing a Traditional Rather Than Commercial Academic Pathway by Richard P. Bagozzi
5. Reflections on “Good Empirical Generalizations” by Patrick Barwise
6. Facing Up to Things by Russell Belk
7. Reinvention and Inspiration: How I Evolved as a Researcher by Leonard L. Berry
8. A Risky Career Decision by Mary Jo Bitner
9. My Career: Be Where They Ain’t by Robert C. Blattberg
10. A Late Bloomer’s Tale by Steven P. Brown
11. Career Reflections: Career Altering Surprises by Stephen W. Brown
12. The Road to Application by Bobby J. Calder
13. Career Reflections by Gilbert A. Churchill, Jr.
14. The Entrepreneurial Academic Career: From Tactics to Strategy by Anne T. Coughlan
15. Reflections by George S. Day
16. Reflections by William R. Dillon
17. In Praise of Transitions by Robert J. Dolan
18. Reflections by Jehoshua (Josh) Eliashberg
19. Journal Reviews: What You Can Do with Them by Valerie Folkes
20. Reflections on an Academic Career by Gary L. Frazier
21. Reflections by Hubert Gatignon
22. Constant Evolution and Steady Focus by Rajdeep Grewal
23. Reflections on the Marketing Science Discipline by Dominique M. Hanssens
24. Reflections on a Career as a Marketing Engineer by John R. Hauser
25. Reflections by Paul M. Herr
26. Academic Careers: A Shift in Focus by Michael J. Houston
27. Reflections by Frank R. Kardes
28. Three Career Pivots and a Lifetime of Happiness: Reflections of a Scholar by Kevin Lane Keller
29. To Young Researchers Developing Their Careers by Philip Kotler
30. Reflections by Rajiv Lal
31. Reflections of an Accidental Academic: A 50-Year Journey by Donald Lehmann
32. Embrace Serendipity! by Gary L. Lilien
33. Reflections by Leonard M. Lodish
34. Reflections by Richard J. Lutz
35. An Incomplete Professional Travelogue of an Accidental Marketing Professor by Vijay Mahajan
36. Research Lessons and Principles for Success by Naresh K. Malhotra
37. My Story by Alberto Marcati
38. Stochastic Reflections by David B. Montgomery
39. Reflections by Donald Morrison
40. Contemplations on Career-Related Dilemmas and Choosing Unconventional Options by A. Parasuraman
41. An Accidental Academic: Reflections on an Exciting Journey by Srinivas K. Reddy
42. Reflections by David Reibstein
43. Reflections by Bernd Schmitt
44. Reflections by Subrata K. Sen
45. Reflections on Over a Half Century of Teaching Marketing by Benson P. Shapiro
46. Reflections on Lessons Learned by John F. Sherry, Jr.
47. Reflections on My Accidental Journey by Jagdish N. Sheth
48. Experimentation, Serendipity, and Strategy in Research Discovery by Itamar Simonson
49. Reflections on an Accidental Career in Marketing by V. “Seenu” Srinivasan
50. Reflections by Richard Staelin
51. Find the Open Door by Joel H. Steckel
52. Reflections by Louis W. Stern
53. Collaboration in Developing the Power of Abstraction by Brian Sternthal
54. Be Thankful for Great Colleagues! by David W. Stewart
55. Triumph and Pain of a Research Career in Market Dynamics by Gerard J. Tellis
56. What I Learned from Conducting Research in the Field by Alice M. Tybout
57. Reflections by Glen L. Urban
58. Reflections by Charles B. Weinberg
59. Reflections by Yoram (Jerry) Wind
60. Reflections by Russell S. Winer
61. Open or Closed? Your Mind, Your Decision! by Gerald Zaltman

Abstract

This “Reflections” collection contains essays from stellar marketing scholars. These contributors were asked to consider and comment on something about their careers, something that they experienced and learned from, in the spirit of offering guidance to junior marketing scholars. These essays will impress the field, once again confirming the eminent stature of these fabulous people—we respect and admire them, and they inspire us.

DOI:10.1561/1700000076

Book details

ISBN: 978-1-68083-954-8
342 pp. $99.00
Buy book (pb)
 
ISBN: 978-1-68083-955-5
342 pp. $290.00
Buy E-book (.pdf)
Table of contents:
1. Introduction to Reflections of Eminent Marketing Scholars
2. How I Got into Branding
3. Bayesian Battles
4. Choosing a Traditional Rather Than Commercial Academic Pathway
5. Reflections on “Good Empirical Generalizations”
6. Facing Up to Things
7. Reinvention and Inspiration: How I Evolved as a Researcher
8. A Risky Career Decision
9. My Career: Be Where They Ain’t
10. A Late Bloomer’s Tale
11. Career Reflections: Career Altering Surprises
12. The Road to Application
13. Career Reflections
14. The Entrepreneurial Academic Career: From Tactics to Strategy
15. Reflections
16. Reflections
17. In Praise of Transitions
18. Reflections
19. Journal Reviews: What You Can Do with Them
20. Reflections on an Academic Career
21. Reflections
22. Constant Evolution and Steady Focus
23. Reflections on the Marketing Science Discipline
24. Reflections on a Career as a Marketing Engineer
25. Reflections
26. Academic Careers: A Shift in Focus
27. Reflections
28. Three Career Pivots and a Lifetime of Happiness: Reflections of a Scholar
29. To Young Researchers Developing Their Careers
30. Reflections
31. Reflections of an Accidental Academic: A 50-Year Journey
32. Embrace Serendipity!
33. Reflections
34. Reflections
35. An Incomplete Professional Travelogue of an Accidental Marketing Professor
36. Research Lessons and Principles for Success
37. My Story
38. Stochastic Reflections
39. Reflections
40. Contemplations on Career-Related Dilemmas and Choosing Unconventional Options
41. An Accidental Academic: Reflections on an Exciting Journey
42. Reflections
43. Reflections
44. Reflections
45. Reflections on Over a Half Century of Teaching Marketing
46. Reflections on Lessons Learned
47. Reflections on My Accidental Journey
48. Experimentation, Serendipity, and Strategy in Research Discovery
49. Reflections on an Accidental Career in Marketing
50. Reflections
51. Find the Open Door
52. Reflections
53. Collaboration in Developing the Power of Abstraction
54. Be Thankful for Great Colleagues!
55. Triumph and Pain of a Research Career in Market Dynamics
56. What I Learned from Conducting Research in the Field
57. Reflections
58. Reflections
59. Reflections
60. Reflections
61. Open or Closed? Your Mind, Your Decision!

Reflections of Eminent Marketing Scholars

Reflections of Eminent Marketing Scholars is a collection of essays solicited from eminent and pioneering marketing scholars. This collection of their thoughts is an inspiration for all of us in the field.

Marketing is a field of some truly excellent scholars and we are beginning to see a number of these people retire. These remarkable people have been not just the leaders in the field but in many cases, the very pioneers in creating their areas and subdisciplines within marketing. The “giants” represented in this collection contributed to launch the field of marketing scholarship.

These scholars were asked to write short essays reflecting on something that unfolded during their career or some story about their career path that could provide inspiration to other researchers. Several questions were offered as possible prompts: What was something you experienced at some point in your career that surprised you? What has made you most proud? Can you describe a professional occurrence that made you extremely happy? Can you describe something that happened in your career that was a disappointment at first but then you were happy to have experienced it? More generally, can you share a “cool” professional story, your choice of content, that may be historically reflective or inspirational?

These “reflections” provide the fascinating back-stories to well-known research projects and contributions. It is very moving to read how appreciative these people are for their stellar careers, yet these stars still reflected a sense of awe and wonder regarding the twists and turns and serendipity of life.

 
MKT-076