The legends in marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years 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 by 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 tenth set in the series consisting of six volumes is a tribute to paul e. Green emeritus professor of marketing at the wharton school the university of pennsylvania. Prof. Green was often called the father of conjoint analysis the powerful predictive statistical technique and backbone of market research. Conjoint analysis allows marketing managers to make accurate decisions about what products and services to sell--and helped make green marketing s most cited author. The marketing discipline s familiarity with the utilization of bayesian statistics multidimensional scaling clustering and analysis of qualitative data are due in part to the pioneering works of prof. Green. The most prolific of marketing scholars with 16 books and over 200 articles his influence on the marketing discipline ranges far beyond his groundbreaking inspired writings. As a creative researcher he stimulated the design and impleme...
