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This volume reviews the significant research contributions of Donald R. Lehmann, the George Warren Professor of Business in the Graduate School of Business at Columbia University in New York City, NY, concerning his outstanding research in the area of Analysis Methods. His work in this area represents his many collaborations with respected scholars, including Greg Carpenter, Kim Corfman, Wayne DeSarbo, Terry Elrod, John Farley, Claes Fornell, Sunil Gupta, Morris Holbrook, Michael Johnson, Barbara Kahn, Carl Mela, William Moore, Edgar Pessemier, Joel Steckel, Russ Winer, and so on. This particular research area of Donald R. Lehmann extends from 1972 to the present. For organizational purposes, I will categorize his eclectic research in Analysis Methods into the following sub-areas:

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Five Decades of Marketing Analysis Methods

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  • 发表日期：

    2026年

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  • Wayne S. DeSarbo,
  • W. S. DeSarbo

摘要

This volume reviews the significant research contributions of Donald R. Lehmann, the George Warren Professor of Business in the Graduate School of Business at Columbia University in New York City, NY, concerning his outstanding research in the area of Analysis Methods. His work in this area represents his many collaborations with respected scholars, including Greg Carpenter, Kim Corfman, Wayne DeSarbo, Terry Elrod, John Farley, Claes Fornell, Sunil Gupta, Morris Holbrook, Michael Johnson, Barbara Kahn, Carl Mela, William Moore, Edgar Pessemier, Joel Steckel, Russ Winer, and so on. This particular research area of Donald R. Lehmann extends from 1972 to the present. For organizational purposes, I will categorize his eclectic research in Analysis Methods into the following sub-areas: