Leonard Parsons is professor marketing science in Georgia Institute of Technology's College of Management. He is an expert on marketing mix models, and his current interest is in marketing productivity. He has received research grants for his work, including ones from the American Association of Advertising Agencies (first) and John Deere & Commpany (most recent). He has served as a consultant to Glaxo, I.B.M., Sherry & Mitchell, and Burnham Van Service among others.
Dr. Parsons received his SB degree in chemical engineering from the Massachusetts Institute of Technology and his MSIA and PhD degrees in industrial administration with a specialization in marketing from Purdue University's Krannert School. He has taught at Indiana University and the Claremont Graduate School, and has been a visiting scholar at M.I.T., a Fulbright-Hays Senior Scholar at Katholieke Universiteit Leuven [KUL] (Belgium), a visiting professor at the Institut Europèen d'Administration des Affaires [INSEAD] (France), the Norwegian School of Marketing (Oslo), and U.C.L.A., an Advertising Educational Foundation Visiting Professor at Anheuser-Busch (St. Louis), and an Intercollegiate Center for Management Science Visiting Professor at the Centre for Research on the Economic Efficiency of Retailing [CREER] of the Facultés Universitaires Catholiques de Mons [FUCaM] (Belgium) and at the European Institute for Advanced Studies in Management [EIASM] (Brussels).
Dr. Parsons has been a member of the European Marketing Academy's Executive Council, a member of the Graduate Management Admission Council's Research and Test (GMAT) Development Committee, chair of the American Statistical Association's Section on Statistics in Marketing, and a member of the Advisory Board of the American Marketing Association's Marketing Research Special Interest Group. He has served as marketing departmental editor of Management Science (pre-Marketing Science) and associate editor of Decision Sciences, and has been on the editorial boards of the Journal of Marketing Research, the Journal of Marketing, and the Journal of Business Research. He has coedited special issues of the International Journal of Forecasting and the International Journal of Research in Marketing. He has authored, coauthored, or coedited five books, including Marketing Management: Text and Cases, now in its seventh edition, and Market Response Models: Econometric and Time Series Analysis, in its second edition, two programmed learning texts, nine chapters in books, and articles in journals such as the Journal of Marketing Research, Management Science, and Operations Research.
Dr. Parsons has received several awards from the American Marketing Association, including the First Place Award in its National Research Design Competition and a "John Howard" Doctoral Dissertation Award. He is a member of Beta Gamma Sigma and Phi Kappa Phi and is listed in Who's Who in the World.
Areas of Specialization
Market Response Models
Benchmarking for Marketing Productivity
MSIA and PhD, Purdue University (Krannert School)