Paul E. Greene Faculty Profile

Paul E. Greene
Professor Emeritus of Marketing

PhD, University of Pennsylvania, 1961; AM, University of Pennsylvania, 1953; AB, University of Pennsylvania, 1950

Research Areas
Multivariate data analysis; marketing research methods; conjoint analysis; multidimensional scaling; optimal product design; cluster analysis and segmentation; optimal product bundling

Recent Consulting
New product design studies, IBM; Paragon Research; General Motors; Bristol-Myers Squibb; marriott Hotels; Riz Carlton; MasterCard

Current Projects
Optimal product and product line design. New methods for market segmentation. Marketing strategy in competitive reaction environments.

Academic Positions Held
Wharton: 1961-present (named Sebastian S. Kresge Professor of Marketing, 1971-98)

Other Positions
Planning Consultant, E.I. duPont de Nemours & Co., 1958-62; Supervisor of Operations Research, Lukens Steel Company, 1955-58; Research Analyst, Lukens Steel Company, 1953-54; Statistician, Sun Oil Company, 1950-53

Career and Recent Professional Awards; Teaching Awards
Lifetime Achievement in Marketing Research Award, American Marketing Association, 1996; establishment of annual Paul E. Green Award, American Marketing Association, 1996; Distinguished Educator of the Year, Academy of Marketing Science, 1992; Distinguished Marketing Educator of the Year, American Marketing Association, 1991; Senior Fellow, Academy of Marketing Science, 1991; Fellow, Association of Consumer Research, 1990; O'Dell Award, 1989; Attitude Research Hall of Fame, American Marketing Association, 1981; Fellow, American Institute for Decision Sciences, 1981; Fellow, American Statistical Association, 1980; Charles Coolidge Parlin Award for the Advancement of Science in Marketing, American Marketing Association, 1977; Paul D. Converse Award for Marketing Theory Contributions, 1978; Alpha Kappa Psi Award, 1963, 1981, 1990; Silver Medal Paper, J. Walter Thompson "Advertisement Perception and Evaluation: An Application of Multidimensional Scaling, (with F.J. Carmone), 1970 Competition; First Prize, American Psychological Association (Division 23) Research Design Competition, 1972; Special Award for "Contributions to Multidimensional Scaling," Marketing Science Institute, November 1986

Professional Leadership 2001-2005
Editorial Board, Journal of Classification, 1984-present; Editorial Board, Journal of Marketing Research, 1965-present; Editorial Board, Journal of the Market Research Society (London), 1981-present

Representative Publications
(with D.S. Tull and G. Albaum)
Research for Marketing Decisions. 5th ed. Englewood Cliffs, NJ: Prentice-Hall, 1988.

(with J.D.Carroll and A. Chaturvedi)
Mathematical Tools for Applied Multivariate Analysis. Revised edition. New York: Academic Press, 1997.

(with V. Srinivasan)
"Conjoint Analysis in Consumer Research: Issues and Outlook." Journal of Consumer Research 5.2 (September 1978).