Legends in Marketing: George S. Day - Tapa dura

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 ninth set in the series, consisting of seven volumes, is a tribute to George S. Day. Widely recognized for bringing a rigorous marketing perspective to strategic management issues. He coined to term “market-driven strategy” which evolved to the more expansive approach to strategy from the “outside-in.” 

George S. Day is the Geoffrey T. Boisi Professor, Professor of Marketing and co-Director of the Mack Institute For Innovation Management at the Wharton School of the University of Pennsylvania. He was previously the Executive Director of the Marketing Science Institute.

He has been a consultant to General Electric, IBM, Metropolitan Life, Unilever, E.I. DuPont de Nemours, W.L. Gore and Associates, Boeing, LG Corp., Best Buy, Merck, Johnson & Johnson, and Medtronic. He is the past chairman of the American Marketing Association. His primary areas of interest are marketing, innovation management, organizational change, and competitive strategies in global markets.

Dr. Day has authored 18 books in of marketing and strategic management. His most recent books are Peripheral Vision: Detecting the Weak Signals that Can Make or Break Your Company (with Paul Schoemaker) 2006, Strategy from theOutside-In: Profiting from Customer Value (with Christine Moorman) 2010, and Innovation Prowess: Leadership Strategies for Accelerating Growth, 2013.

He has won 10 best article award and one best book award, and two of his articles were among the top 25 most influential articles in marketing science in the past 25 years. He was honored with the Charles Coolidge Parlin Award in 1994, the Paul D. Converse Award in 1996, the Sheth Foundation award in 2003, and the Mahajan Award for career contributions to strategy in 2001. In 2003 he received the AMA/Irwin/McGraw-Hill Distinguished Marketing Educator Award. In 2011 he was chosen as one of eleven “Legends in Marketing.” In 2015 he was inducted into the first cohort of AMA Fellows.

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 Past President of the Association for Consumer Research (ACR), as well as Division 23 (Consumer Psychology) of the American Psychological Association. He is also a Fellow of the American Psychological Association (APA). Professor Sheth is the coauthor of the Howard–Sheth Theory of Buyer Behavior, a classic in consumer behavior published in 1969.

This set includes:

Volume 1: Customer and Consumer Insights
Edited by:David A. Aaker

Volume 2: Competitive Markets: Structure and Behavior
Edited by:Allan D. Shocker

Volume 3: Strategic Marketing: Assessing and Formulating Strategy
Edited by:V. Kumar

Volume 4: Strategic Marketing:  Organizational Orientation and Capabilities
Edited by:Frederick Webster, Jr

Volume 5: Strategic Management
Edited by:Paul J. H. Schoemaker

Volume 6: Innovation and Growth
Edited by:Gerard J. Tellis

Volume 7: Marketing in the Firm and Society
Edited by:David J. Reibstein

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.