Dr. Sheth is an academician with formidable credentials,
having been the Robert E. Brooker Professor of Marketing
at the University of Southern California, the Walter H.
Stellner Distinguished Professor of Marketing at the
University of Illinois, and having served on the faculty
of Columbia University, and at M.I.T, not to mention the
numerous awards and accolades that have come his way.
He has published more than 200 books and research papers
in different areas of marketing. His book The Theory of
Buyer Behavior (1969) with John A. Howard is considered
a classic in the field and another Clients for Life with
Andrew Sobel (2000) was a runaway best seller.
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Dr Jagdish Sheth
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Dr Sheth is currently the Charles Kellstadt Professor
of marketing at Emory University�s Goizueta Business
School, a consultant to several governments, large
corporations and start-ups. Known for his many
philanthropic activities along with wife Madhu, Dr Sheth
carries his fame lightly and makes marketing and
economics seem anything but dry and crusty. Life has
been exciting for the little Gujarati boy, the youngest
of six children who left a life of luxury in war-ravaged
Burma in 1940, back to his home town of Kutch, to one of
uncertainty and hardship.
Dr Sheth who says his first love is history, was
recently honored with two prestigious awards, the AMA/Irwin/McGraw-Hill
Distinguished Marketing Educator Award and the Charles
Coolidge Parker Research award. He is the first person
of Indian origin to win both awards. Only five people
have won both awards in the same year. Dr Sheth is one
of them.
The annual AMA/Irwin/Mcgraw award sponsored by Richard
D. Irwin Co., was first presented in 1985. It is
designed to be the highest honor a marketing educator
can receive. According to the AMA(American Marketing
Association) �Recipients must be universally
acknowledged as long-standing leaders in marketing
education and he or she must have made extensive
contributions to marketing education and the marketing
discipline in general.
Thee Parlin Award, considered the most distinguished
award in marketing research was established in 1945, by
the Philadelphia chapter of the AMA and the Wharton
School in association with Curtis Publishing Company in
honor of Charles Coolidge Parlin, considered by business
historians as the "father" of marketing
research.
The award is given annually to a person who has
distinguished himself in the marketing research field.
�It recognizes distinguished academics and
practitioners who have demonstrated outstanding
leadership and sustained influence on the evolving
profession of marketing research. Specific criteria
include the following:
New concepts, methods, and models for measurement and
analysis used to achieve a better understanding of
markets and customers.Creative integration of existing
methodologies resulting in a more widespread use of
marketing research. Demonstrated leadership resulting in
the effective use of marketing research and market-based
knowledge.�
Dr Sheth said that the awards given to him have now
paved the way for other Indian Americans to follow suit.
� If you take a grain of wheat and make a loaf of
bread, the value added is twenty percent. If you take a
rough diamond and polish it, the value added is 40-60
times, but if you take a human being and help him
fulfill his potential, the value added is infinite.�
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