Gilbert A. Churchill, Jr., D.B.A. (MBA '62, DBA '66)
Academy of Alumni Fellows 1993
Gilbert A. Churchill, Jr., received his DBA from Indiana University in 1966 and joined the University of Wisconsin faculty in 1966. Professor Churchill was named Distinguished Marketing Educator by the American Marketing Association in 1986-only the second individual so honored. The lifetime achievement award recognizes and honors a living marketing educator for distinguished service and outstanding contributions in the field of marketing education. Professor Churchill was also awarded the Academy of Marketing Science's lifetime achievement award in 1993 for his significant scholarly contributions. In 1996, he received a Paul D. Converse Award, which is given to the most influential marketing scholars, as judged by a national jury drawn from universities, business, and government. Also in 1996, the Marketing Research Group of the American Marketing Association established the Gilbert A. Churchill, Jr., lifetime achievement award, which is to be given each year to a person judged to have made significant lifetime contributions to marketing research. In 2002, he received the Charles Coolidge Parlin award from the American Marketing Association for his substantial contributions and unswerving dedication to the ongoing advancement of marketing research practice.
Professor Churchill is a past recipient of the William O'Dell Award for the outstanding article appearing in the Journal of Marketing Research during the year. He has also been a finalist for the award five other times. He was named Marketer of the Year by the South Central Wisconsin Chapter of the American Marketing Association in 1981. He is a member of the American Marketing Association and has served as consultant to a number of companies, including Oscar Mayer, Western Publishing Company, and Parker Pen.
Professor Churchill's articles have appeared in such publications as the Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Journal of Retailing, Journal of Business Research, Decision Sciences, Technometrics, and Organizational Behavior and Human Performance, among others. He is co-author of several books, including Marketing: Creating Value for Customers 2nd ed. (Burr Ridge, IL: McGraw Hill, 1998), Sales Force Management: Planning, Implementation, and Control, 5th ed.(Homewood, IL: Irwin, 1997), and Salesforce Performance (Lexington, MA: Lexington Books, 1984); and he is also the author of Basic Marketing Research, 3rd ed. (Fort Worth, TX: The Dryden Press 1996) in addition to Marketing Research: Methodological Foundations, 8th ed. (Fort Worth, TX: The Dryden Press, 1999). He is a former editor of the Journal of Marketing Research and has served on the editorial boards of the Journal of Marketing Research, Journal of Marketing, Journal of Business Research, Journal of Health Care Marketing, and the Asian Journal of Marketing. Professor Churchill is a past recipient of the Lawrence J. Larson Excellence in Teaching Award.