ACME Trailblazer Award


The inaugural recipient of the Association of Collegiate Marketing Educators Trailblazer Award for Impactful Contributions in Marketing is Gerald Zaltman

The Association of Collegiate Marketing Educators (ACME) proudly announces that the inaugural recipient of the ACME Trailblazer Award for Impactful Contributions in Marketing will be Dr. Gerald Zaltman. The ACME Trailblazer Award honors an esteemed scholar who has blazed a trail in the marketing discipline through sustained, high-impact, and exceptional research contributions. The award will be presented to Dr. Zaltman during the ACME 2023 Annual Conference in Houston, Texas, being held March 8-11, 2023, where he will also deliver a keynote talk entitled, “Open or Closed? Your Mind, Your Choice!”

Gerald Zaltman is the Joseph C. Wilson Professor of Business Administration Emeritus at Harvard Business School. He previously served as Co-Director of The Mind of the Market Laboratory at HBS and an active member of Harvard University’s Mind, Brain and Behavior Initiative. He is a co-founder of the research-based consulting firm of Olson Zaltman Associates whose clients include some of the world’s most respected firms. Olson Zaltman Associates has worked in over 40 countries developing deep insights about consumer behavior. Professor Zaltman holds a Ph.D. in sociology from The Johns Hopkins University, M.B.A from the University of Chicago, and B.A. from Bates College.

His interests focus on customer behavior and marketing strategy. His best-selling book, How Customers Think: Essential Insights into the Mind of the Market {2003) has been translated into 20 languages. Another best-selling book, co-authored with Lindsay Zaltman, is Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers (2008), which has also been published in multiple languages. This book addresses the unconscious frames that influence consumer and manager thought and behavior. His most recent book is Unlocked: Keys to Improve Your Thinking (2018). He is currently working on a new book, The Art of an Open Mind. He has published 20 books.

Professor Zaltman’s work has been featured in The New York Times, Fortune Magazine, Forbes, US News & World Report, Time, Fast Company Magazine, American Demographics, and other major publications. He is a consultant to corporations around the world and a frequent keynote speaker at major conferences. He has received three patents for market research tools. One patent, the Zaltman Metaphor Elicitation Technique (ZMET), is used around the globe by major firms and international agencies. It has been described by several writers as the most significant innovation in market research in three decades. For more information about Dr. Zaltman, please click here.

The Association of Collegiate Marketing Educators, an affiliate of the Federation of Business Disciplines (FBD), is a non-profit organization with a mission to advance marketing education, marketing research, and development of marketing faculty. ACME celebrates its 50th anniversary in 2023. Click here to learn more about ACME and this year’s annual conference in Houston.