Charles Coolidge Parlin Marketing Research Award

Parlin Award Nomination Form (Nominations for the 2018 Award will close on April 3, 2018)

The Charles Coolidge Parlin marketing research award was established in 1945 by the Philadelphia Chapter of the AMA and The Wharton School in association with the Curtis Publishing Company to honor persons who have made outstanding contributions to the field of marketing research.

Established as a memorial to Charles Coolidge Parlin, who is recognized as a founder of marketing research, The Parlin Award is today a preeminent national honor.

Please be advised that the Parlin Board is only accepting nominees in the academic category for 2018. In addition, no self-nominations will be accepted.

To be awarded the Charles Coolidge Parlin Marketing Research Award, distinguished academics and practitioners must have demonstrated outstanding leadership and sustained impact on advancing the evolving profession of marketing research over an extended period of time.  Specifically, this impact might be reflected in one or more of the following:

  • New concepts, methods, and models for measurement and analysis that expand the capabilities of organizations to achieve a better understanding of markets, customers and consumers.
  • Creative integration of existing methodologies and an understanding of information needs resulting in more widespread use and/or appreciation of marketing research.
  • Demonstrated leadership resulting in stimulating the effective use and value of marketing research and market based knowledge.

The 73rd Parlin Award will be presented at a future AMA event.

Parlin Award Recipients

In 2012 the AMA launched a Charles Coolidge Parlin Marketing Research Award video series.  This video series provides commentary and insights from the Parlin Award winner and other leaders of the marketing insights community on an important substantive area to which the winner contributed.  Featured below are videos from four Parlin Award winners highlighting their indivdual areas of expertise, as well as a press release from the most recent award winner.  

2016 - Michel Wedel​ (Press Release)
2015 - Kevin J. Clancy​
1979 - Sir Frederick Alfred Laker
2014 - Wayne S. DeSarbo​ 1978 - John D.C. Little
2013 - Herb Sorensen 1977 - Paul E. Green
2012 - Greg M. Allenby 1976 - Kenneth J. Whalen
​2011 - Steven H. Cohen 1975 - John Kenneth Jamieson
​2010 - Jordan Louviere   1974 - E. Cordon Walker
​2009 - Magid Abraham 1973 - August A. Busch, III
2008 - Vithala R. Rao​ 1972 - Dr. Robert Ferber & David Ogilvy
2007 - Ronald L. Tatham​ 1971 - James W. Button
2006 - Donald Lehmann​ 1970 - Theodore Levitt
​2005 - Howard Moskowitz 1969 - Robert J. Keith
​2004 - Jagdish N. Sheth 1968 - Malcolm P. McNair
​2003 - Frank Bass 1967 - J. Paul Austin
​2002 - Rich Johnson & Gilbert Churchill 1966 - Robert J. Keith
​2001 - John R. Hauser & William D. Neal 1965 - George Gallup
​2000 - H. Paul Root 1964 - Ray R. Eppert & D. Maynard Phelps
​1999 - Glen L. Urban 1963 - Arthur C. Nielsen
​1998 - Robert J. Lavidge 1962 - Thomas B. McCabe
​1997 - Vijay Mahajan 1961 - Harold L. Zellerbach
1996 - Vincent P. Barabba & V. Seenu Srinivasan 1960 - Marion Harper, Jr.
​​1994 - George Day 1959 - Charles C. Mortimer
​1993 - Faith Popcorn  1958 - Reavis Cox & Theodore V. Houser
​1992 - Herbert M. Baum 1957 - Peter Drucker
​1991 - Michael Porter 1956 - Frank Stanton
​1990 - Joseph M. Segal 1955 - Thomas M. Evans
​1989 - Philip Kotler 1954 - Wroe Alderson & Donald M. Hobart
​1988 - John L. Malec 1953 - Robert Wood Johnson
​1987 - Richard E. Hechert 1952 - Paul H. Nystrom
​1986 - Wayne Lemburg ​1951 - David F. Austin
​1985 - Yoram Wind 1950 - Samuel B. Eckert
​1984 - John A. Howard 1949 - Harry A. Bullis & Neil H. Borden
​1983 - Frederick W. Smith 1948 - M. E. Coyle
​1982 - Paul L. Erdos & Arthur J. Morgan ​1947 - Robert S. Wilson
​1981 - George Katona 1946 - Edwin B. George
​1980 - Daniel Yankelovich 1946 - Edwin B. George
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