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Greg M. Allenby to receive Parlin Marketing Research Award

Published: 2012-08-09

Greg M. Allenby
Greg M. Allenby, Helen C. Kurtz Chair in Marketing

Greg M. Allenby, Helen C. Kurtz Chair in Marketing at Fisher, will receive the prestigious 2012 Charles Coolidge Parlin Marketing Research Award, given by the Parlin Board of Governors, an entity of the American Marketing Association (AMA) and the American Marketing Association Foundation (AMAF).

"The award recognizes Allenby’s substantial contributions and unwavering dedication to the ongoing advancement of marketing research practice," according to a statement released by the AMA. The award ceremony will be
Oct. 1, at the AMA Research & Strategy Summit in Las Vegas.

The Charles Coolidge Parlin Marketing Research Award was established in 1945 by the Philadelphia Chapter of the AMA and The Wharton School at the University of Pennsylvania in association with the Curtis Publishing Company to honor distinguished academics and practitioners who have demonstrated outstanding leadership and sustained impact on the evolving profession of marketing research over an extended period. Established as a memorial to Charles Coolidge Parlin, regarded as a founder of marketing research and acknowledged for his early benchmarking studies of consumer issues, the Parlin Award is today a preeminent national honor in the field.

Professor Allenby's research focuses on quantitative aspects of marketing, including the development and application of Bayesian statistical methods. His research examines the quantifying aspects of consumer behavior and the development of new methods for market definition, market segmentation, product development, pricing, promotion and targeting activities.

Allenby has consulted with many top U.S. firms, including Procter and Gamble, General Mills, Kodak, Miller Brewing Company, Wells Fargo Bank, and Charles Schwab. He is a fellow of the American Statistical Association and has published more than 75 papers that have appeared in the top academic journals in statistics and marketing.

He is co-author of Bayesian Statistics and Marketing (2005, Wiley) with Peter Rossi and Rob McCulloch, and recently finished a new textbook Seven Summits of Marketing Research (2012) with Jeff Brazell.

Greg is currently co-editor of Quantitative Marketing and Economics, a leading journal in marketing, and has been an associate editor for the Journal of Marketing Research, Marketing Science, and the Journal of Business and Economic Statistics.
 
Within the AMA, he has served as vice president of the Research Council, and, in 2000, chaired the Advanced Research Techniques (ART) Forum, a national conference that brings together the top quantitative researchers from industry and academe. He has also served as chair of the Section on Statistics in Marketing of the American Statistical Association, and vice president of education for the INFORMS Society on Marketing Science.

In 2010, Allenby received the "Long Term Impact Award" from the Institute of Operations Research and the Management Sciences. The award is given annually to a research paper published within the last five to 10 years that has been judged to have had the greatest impact in the field.