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Three editors will be involved in the project and their backgrounds represent a strong mix of practical, pragmatic marketing and academic research experience. They have all worked at the highest levels of industry and academia. Additionally, all have authored books and contributed to the trade, professional and scientific marketing research literature. They have all shared their knowledge in classes with undergraduate and graduate students and as professional trainers of practitioners. They are skilled marketers, fully prepared to write articles and briefs in support of the book and to be available to media sources. Abbreviated biographies appear below: 

Robert J. Kaden is the author of Guerrilla Marketing Research, co-author of MORE Guerrilla Marketing Research and President of The Kaden Company, a marketing research company. He has been in market research his entire career, spending a number of years in the research departments at various Chicago advertising agencies and, in the early 1970s, becoming President of Goldring & Company. Goldring became one of Chicago’s premier research suppliers, employing a staff of more than 40 market research professionals. He and his partners sold Goldring to MAI, plc, a U.K. financial and market research conglomerate, in 1989.

 In 1992, he started The Kaden Company and continues today to serve his marketing research clients. Bob has worked extensively in the retail, banking, credit card, food, consumer package goods, health care, educational, toy, technology and direct marketing industries. He has been involved in more than 3,500 focus-group and survey studies and has pioneered many unique quantitative and qualitative market research approaches. Over the years, he has written numerous articles on market research and new product development approaches for a variety business websites and professional journals.

He speaks frequently to business and university audiences on a wide range of research topics, with particular attention on the “Guerrilla” approach to marketing research. He has lectured widely and conducted numerous virtual seminars. His speaking engagements have taken him to many U.S. cities, as well as London, Paris and Moscow, where he addressed audiences on the use of attitude research in the direct marketing industry as well as on the application of creative problem-solving principles to marketing research problems. Additionally, he has worked as adjunct professor in the Medill Graduate Program at Northwestern University. 

For additional information contact: The Kaden Company, 6725 N. LeRoy Avenue, Lincolnwood, IL 60712 847-933-9400

Gerald Linda, the co-author of MORE Guerrilla Marketing Research, re-established the marketing consulting firm, Gerald Linda & Associates, in 1994. The firm provides marketing strategy, planning and research services to a mix of large, sophisticated marketers as well as smaller, entrepreneurial companies. A second service is aiding advertising and public relations agencies with their new business and account planning efforts. And a third service area is assuming senior marketing leadership/ executional roles on an interim basis. 

Immediately prior, he was the number two executive and a Principal at a “Top Fifty” research firm. In addition to corporate duties, his responsibilities included managing two client service groups, which fulfilled the marketing counsel and research needs for such clients as Miller Brewing Company, S. C. Johnson & Son, Inc. and BP/Amoco. Between 1989 and 1993 Gerry was a co-founder and Director of Client and Marketing Services at Kurtzman/Slavin/Linda, Inc., an agency which practiced integrated, coordinated marketing communications including: advertising, design, public relations, direct marketing, sales promotion and the research which under-girded their strategic creation. 

From 1986 through 1989 Mr. Linda was President of the first incarnation of Gerald Linda & Associates. And between 1980 and 1985 Gerry worked at Marsteller and its successor companies (which was the 18th largest ad agency in the world at that time). He joined the Chicago office as its Research Director and quickly became Vice President and a member of the Operating Committee and the Strategy Review and Creative Review Boards. He was promoted to Regional Director of Marketing Planning and Research, which added offices in Pittsburgh, Denver and Los Angeles to his responsibilities.  Another promotion made him Corporate Senior Vice President reporting directly to the company President in New York. In this assignment he was Secretary to the Board of Directors and specialized in new business acquisition, in raising employee skill levels and he carried out a wide variety of special projects including developing the corporation’s business plan. 

Mr. Linda received a BS in Business Administration and a MBA at Northeastern University, Boston, and he received the Candidate in Philosophy degree from the University of Michigan for completing his doctoral course work. He is a frequent writer, whose thinking has appeared dozens of times in refereed (Journal of Marketing Research, Journal of Advertising Research, Views, the Journal of the Qualitative Research Consultants Association), trade and professional publications. And he has made over 100 presentations and speeches at professional and trade association meetings and conferences. He is on the marketing faculty of the American Management Association and has served on the faculty of the American Marketing Association’s School for Marketing Research. He also serves on the editorial review board for the Journal of Current Issues in Research and Advertising. 

For additional Information contact: Gerald Linda & Associates, Suite 3000, 2100 Fir Street, Glenview, IL 60025 847-729-3404 www,

Melvin Prince holds a Ph.D. degree from Columbia University. He is a professor of marketing at Southern Connecticut State University. He teaches graduate courses in marketing research, consumer behavior and advertising. Past academic appointments include teaching and research positions at Brandeis University, Fordham University, Pace, Iona College and Quinnipiac University. 

Dr. Prince is also President of Prince Associates and provides analytic counsel to research companies and their clients. He spearheaded the research and development of the instant coupon machine, a breakthrough in-store promotional device. His previous industry experience includes marketing research directorships at advertising agencies, manufacturing companies and the media. He worked in this capacity for BBDO and Marsteller agencies, National Brand Scanning, J. B. Williams and Scholastic Magazines. He is a member of the American Marketing Association, American Statistical Association, Association for Consumer Research, and the Society for Consumer Psychology, a division of the American Psychological Association.  

He has delivered addresses before the Advertising Research Foundation, the Association of National Advertisers and the Market Research Council. He has written three books, including Consumer Research for Management Decisions. His articles have previously appeared in such journals as Journal of Business Venturing, Journal of Economic Psychology, Business Horizons, Business Strategy Review, Journal of Advertising and Journal of Advertising Research. A major theme of his articles include cutting edge issues in research methodology, such as the reliability of positioning studies, innovative approaches to focus groups, and potentials of mixed methods studies. He is a member of the editorial board of the Journal of Business Research.  

For additional Information contact:Dr. Melvin Prince, Southern Connecticut State University, Marketing Department, 501 Crescent Street, New Haven, CT 06515 203-327-2097