2008
Joseph Johnson and Gerard J. Tellis
"Drivers of Success for Market Entry into India and China"
Vol. 72, No. 3
2007
Timothy L. Keiningham, Bruce Cooil, Tor Wallin Andreassen, and Lerzan Aksoy, "A Longitudinal Examination of Net Promoter and Firm Revenue Growth”
Vol. 71, No. 3
2006
Gary F. Gebhardt, Gregory S. Carpenter, and John F. Sherry Jr., "Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation”
Vol. 70, No. 4
2005
Werner J. Reinartz, Jacquelyn S. Thomas, and V. Kumar, "Balancing Acquisition and Retention Resources to Maximize Customer Profitability”
Vol. 69, No. 1
2004
Roland T. Rust, Katherine N. Lemon, and Valarie A. Zeithaml, "Return on Marketing: Using Customer Equity to Focus Marketing Strategy”
Vol. 68, No. 1
2003
Werner J. Reinartz and V. Kumar, "The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration"
Vol. 67, No. 1
2002
Roland T. Rust, Christine Moorman, and Peter R. Dickson, "Getting Return on Quality: Revenue Expansion, Cost Reduction, or Both?"
Vol. 66, No. 4
2001
Rakesh Niraj, Mahendra Gupta, and Chakravarthi Narasimhan, "Customer Profitability in a Supply Chain"
Vol. 65, No. 3
2000
Lee G. Cooper, "Strategic Marketing Planning for Radically New Products"
Vol. 64, No. 1
1999 (two awards given)
Anil Menon, Sundar G. Bharadwaj, Phani Tej Adidam, and Steven W. Edison, "Antecedents and Consequences of Marketing Strategy Making: A Model and a Test"
Vol. 63, No. 2
Ramarao Desiraju and Steven M. Shugan, "Strategic Service Pricing and Yield Management"
Vol. 63, No. 1
1998
Rajendra K. Srivastava, Tasadduq A. Shervani, and Liam Fahey, "Market-Based Assets and Shareholder Value: A Framework for Analysis"
Vol. 62, No. 1
1997
Joseph Alba, John Lynch, Barton Weitz, Chris Janiszewski, Richard Lutz, Alan Sawyer, and Stacy Wood, "Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces"
Vol. 61, No.3
1996
Glen L. Urban, Bruce D. Weinberg, and John R. Hauser, "Premarket Forecasting of Really-New Products"
Vol. 60, No.1
1995
Roland T. Rust, Anthony J. Zahorik, and Timothy L. Keiningham, "Return on Quality (ROQ): Making Service Quality Financially Accountable"
Vol. 59, No. 2
1994
Stephen J. Hoch, Xavier Drèze, and Mary Purk, "EDLP, Hi-Lo, and Margin Arithmetic"
1993
Louis P. Bucklin and Sanjit Sengupta, "Organizing Successful Co-Marketing Alliances"
1992
Frederick E. Webster Jr., "The Changing Role of Marketing in the Corporation"
1991
Paul E. Green and Abba M. Krieger, "Segmenting Markets with Conjoint Analysis"
1990
Ajay K. Kohli and Bernard J. Jaworski, "Market Orientation: The Construct, Research Propositions and Managerial Implications"
1989
Stephen J. Hoch and John A. Deighton, "Managing What Consumers Learn From Experience"
1988
George S. Day and Robin Wensley, "Assessing Advantage: A Framework for Diagnosing Competitive Superiority"
1987
Robert Jacobson and David Aaker, "The Strategic Role of Product Quality"
1986
C. Whan Park, Bernard J. Jaworski, and Deborah J. MacInnis, "Strategic Brand Concept-Image Management"
1985
Robert Jackson and David Aaker, "Is Marketing Share All That It's Cracked Up to Be?"
1984
Rajendra K. Srivastava, Mark I. Alpert, and Allan D. Shocker, "A Customer-Oriented Approach for Determining Market Structures"
1983
Christopher H. Lovelock, "Classifying Services to Gain Strategic Marketing Insights"
1982
Paul F. Anderson, "Marketing, Strategic Planning and the Theory of The Firm"
1981
Robin Wensley, "Strategic Marketing: Betas, Boxes or Basics"
1981
Paul E. Green, J. Douglas Carroll, and Stephen M. Goldberg, "A General Approach to Product Design Optimization Via Conjoint Analysis"
1980
Frederick E. Webster Jr., "The Impact of Inflation Accounting on Marketing Decisions"
1979
John D.C. Little, "Decision Support Systems for Marketing Managers"
1978
Jean-Marie Choffray and Gary L. Lilien, "Assessing Response to Industrial Marketing Strategy"
1977
George S. Day, "Diagnosing the Product Portfolio"
1976
Henry J. Claycamp, "Planning Product Line Strategy: A Matrix Approach"
1975
Victor P. Buell, "The Changing Role of the Product Manager in Consumer Goods Companies"
1974
E.T. Grether, "Marketing and Public Policy: A Contemporary View"
1973
Yoram Wind, "A New Procedure for Concept Evaluation"
1972
Philip Kotler, "A Generic Concept of Marketing"
1971
Philip Kotler and Gerald Zaltman, "Social Marketing: An Approach to Social Change"
1970
David S.R. Leighton, "The Internationalization of American Business: The Third Industrial Revolution"
1969
Philip Kotler and Sidney J. Levy, "Broadening The Concept of Marketing"
1968
Charles S. Goodman, "Do the Poor Pay More?"
1967
E.T. Grether and Robert J. Holloway, "Impact of Government Upon the Market System"
1966
Joel Dean, "Does Advertising Belong in The Capital Budget?"
1965
Samuel G. Barton, "A Marketing Model for Short-Term Prediction of Consumer Sales"
1964
Ralph S. Alexander, "The Death and Burial of 'Sick' Products"
1963 (four awards given)
John C. Maloney, "Is Advertising Believability Really Important?"
Thomas E. Coffin, "A Pioneering Experiment in Assessing Advertising Effectiveness?"
Paul E. Green, "Bayesian Decision Theory in Pricing Strategy"
Harry V. Roberts, "Bayesian Statistics in Marketing"
1962
Robert D. Buzzell and Charles C. Slater, "Decision Theory and Marketing Management"
1960
Alfred Politz, "The Dilemma of Creative Advertising"
1959
Irving S. White, "The Functions of Advertising in Our Culture"
1958
Pierre Martineau, "Social Classes and Spending Behavior"
1957
James A. Bayton, "Motivation, Cognition, Learning--Basic Factors in Consumer Behavior"
1956
Wendell R. Smith, "Product Differentiation and Market Segmentation as Alternative Marketing Strategies"
1955
Robert Ferber, "Sales Forecasting by Sample Surveys"