Donald Lehmann

Donald R. Lehmann (born 1944)[1] is the George E. Warren Professor of Business Professor at Columbia Business School. A Fellow of the American Marketing Association , he is known for his work on choice and decision making, innovation, and new product development.[2][3][4]

Donald R. Lehmann
Born1944
Academic background
EducationPurdue University
Union College
ThesisChoice Among Similar Alternatives: An Application of a Model of Individual Preference to the Selection of Television Shows by Viewers (1969)
Doctoral advisorFrank Bass
Academic work
DisciplineMarketing
InstitutionsColumbia University

He receive his BA from Union College, and his doctorate from Purdue University in 1969 . His doctoral thesis "Choice among similar alternatives : an application of a model of individual preference to the selection of television shows by viewers" was written under the supervision of Frank Bass.[5]

He has been author or coauthor of the following books:

  • Lehmann, Donald R., and Russell S. Winer. Analysis for Marketing Planning. Boston: McGraw-Hill, 1991, 1997, 2009. ISBN 9780071263634
    • Translated into Japanese by Takamichi Inoue as マーケティング計画 : 立案手法入門 / Māketingu keikaku: ritsuan shuhō nyūmon. Tōkyō: Bunshindō, 1991. ISBN 9784830940514
    • Translated into Chinese as Analysis for marketing planning = 营销策划分析 / Ying xiao ce hua fen xi. Beijing: Beijing da xue chu ban she, 2007.ISBN 9787301112137
    • Translated into Spanish as Investigación y análisis de mercado. México: Compañía Editorial Continental, 1998.
  • Product Managers Marketing Plan 产品经理的营销计划 /Chan pin jing li de ying xiao ji hua / Product manager's marketing plan / Donald R. Lehmann, Russell S. Winer. Beijing: Yu hang chu ban she, 1999.
  • Lehmann, Donald R., and Russell S. Winer. Product management. Maidenhead: McGraw-Hill Education, 2001, 2004. ISBN 9780071238328
    • Translated into Chinese as: 产品管理 : 第4版 / Chan pin guan li. Beijing: Beijing da xue chu ban she, 2006.ISBN 9787301096901
  • Lehmann, Donald R., Sunil Gupta, and Joel H. Steckel. 'Marketing Research. Reading, MA: Addison-Wesley, 1998. ISBN 9780321014160
  • Lehmann, Donald R., and Katherine E. Jocz. Reflections on the Futures of Marketing: Practice and Education. Cambridge, MA: Marketing Science Institute, 1997. ISBN 9780965711401

References
  1. https://viaf.org/viaf/19782543/
  2. https://www.nytimes.com/2016/11/06/jobs/want-co-workers-to-vote-your-way-then-stop-pestering-them.html
  3. https://www.sciencedaily.com/releases/2014/04/140415112256.htm
  4. https://www.cpajournal.com/2017/08/02/marketers-methodologies-valuing-brand-equity/
  5. Donald R. Lehmann, "Choice among similar alternatives : an application of a model of individual preference to the selection of television shows by viewers ".WorldCat item record
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