Diversify and Conquer: An Argument for Reinvigorating Marketing Science with Behavioral Science and Humanities

[We're pleased to welcome Gerald Zaltman of Harvard Business School and Olson Zaltman Associates. Dr. Zaltman recently published an article in Cornell Hospitality Quarterly with co-authors Jerry Olson and James Forr of Olson Zaltman Associates, entitled "Toward a New Marketing Science for Hospitality Managers."] In “Toward a New Marketing Science for Hospitality Managers,” published in … Continue reading Diversify and Conquer: An Argument for Reinvigorating Marketing Science with Behavioral Science and Humanities

Gerald Zaltman on New Marketing Science for Hospitality Practitioners

Gerald Zaltman, Joseph C. Wilson Professor Emeritus at Harvard Business School and creator of  the first patented market research tool in the United States titled the Zaltman Metaphor Elicitation Technique, recently collaborated with Jerry Olson and James Forr of Olson Zaltman Associates on their article "Toward a New Marketing Science for Hospitality Managers" from Cornell … Continue reading Gerald Zaltman on New Marketing Science for Hospitality Practitioners

The Influences Of Verbal Smell References In Radio Advertisements

Eric A. Davis, Vincent P. Magnini, Pamela A. Weaver and Nancy Gard McGehee, all of Virginia Tech, published "The Influences Of Verbal Smell References In Radio Advertisements" on February 10th, 2012 in the Journal of Hospitality & Tourism Research. Other OnlineFirst articles can be read here. The abstract: In an industry plagued by high failure rates … Continue reading The Influences Of Verbal Smell References In Radio Advertisements