Paul E. Green

Paul E. Green (4 April 1927 – 21 September 2012)[1]) was a US marketing professor and statistician.[2][3][4][5] He was S.S. Kresge Professor of Marketing, and later Professor Emeritus at the Wharton School, University of Pennsylvania.

Paul E. Green
NationalityAmerican
TitleS.S. Kresge Professor of Marketing
Academic background
EducationUniversity of Pennsylvania
Academic work
DisciplineMarketing
InstitutionsUniversity of Pennsylvania
Doctoral studentsVithala R. Rao

He was the founder of conjoint analysis and one of "major architects of modern marketing science and practice", having popularised the use of Bayesian statistics, multidimensional scaling, clustering, and qualitative data analysis within the marketing discipline.[6] He wrote more than sixteen books and 200 articles on market research-related subjects.[7] His seminal article, "Conjoint Analysis in Consumer Research: Issues and Outlook,"[8] has been cited more than 750 times in ISI and has some 4,000 citations on Google Scholar.

In 1980 he became a Fellow of the American Statistical Association. In 1996 the Journal of Marketing Research established the Paul E. Green Award for the best article in the Journal of Marketing Research was established in his honour. He was the recipient of many awards including: The Parlin Award for Advancement of Science in Marketing, the AMA/Irwin Marketing Educator of the Year Award, The Outstanding Marketing Educator Award, and the Lifetime Achievement in Marketing Research Award and he was also the subject of a biographical outline in the Legends of Marketing, series published by Sage Publications.[9]

Books
  • Paul E. Green, Donald S. Tull and Paul Eliot, Research for Marketing Decisions, N.J., Prentice-Hall, 1975
  • Lattin, James M., J. Douglas Carroll, and Paul E. Green, Analyzing Multivariate Data, 1978
  • Yoram Wind and Paul E. Green, Marketing Research and Modeling: Progress and Prospects,(with A Tribute to Paul E. Green), Springer Science and Business Media, 2013

References
  1. "In Memoriam: Paul E. Green – News". upenn.edu. 8 October 2012. Archived from the original on 7 August 2017. Retrieved 9 October 2017.
  2. Communications, Dyad. "Wharton Alumni Magazine: 125 Influential People and Ideas: Paul Green". www.wharton.upenn.edu. Archived from the original on 25 March 2018. Retrieved 9 October 2017.
  3. INFORMS. "Green, Paul E." INFORMS. Archived from the original on 23 March 2017. Retrieved 9 October 2017.
  4. Green P. E. & Wind Y. (2004) Paul Green and a brief history of marketing research. Green P. E. & Wind Y., eds. in Marketing Research and Modeling: Progress and Prospects, A Tribute to Paul E. Green, 1-13. Springer: New York.
  5. Green, Paul E. "The vagaries of becoming (and remaining) a marketing research methodologist." In Marketing Research and Modeling: Progress and Prospects, pp. 233-244. Springer US, 2004.
  6. University of Pennsylvania. "Professor Paul E. Green, [Obituary], 2012". www.upenn.edu. Archived from the original on 2016-01-13. Retrieved 2017-08-07.
  7. ""Paul E. Green: Obituary," Market Research News,3 October 2012". Archived from the original on 2017-08-07. Retrieved 2017-08-07.
  8. Green, P.E. and Srinivasan, V.,"Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research,vol. 5, issue 2,1975, pp 103-238, https://dx.doi.org/10.1086/208721
  9. "University of Pennsylvania, "In Memorium: Paul E. Green"". Archived from the original on 2017-08-07. Retrieved 2017-03-09.

Sheth, J.N. (ed), Legends of Marketing: Paul E. Green, Sage Publications, 2017


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