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Expertise Description

I have more than 50 years experience in the field of Marketing Research. My experience includes domestic and international consumer research, conceptualization of national brands, advertising and sales, and general marketing consulting. My other research consists of attitude and usage, customer interviews, new product screenings, test market evaluations, product positioning, advertising, brand development, brand strategy studies, tracking, public opinion measurements, logo evaluations, trademark confusion, and other topics requiring survey studies. I have made multiple contributions to the profession, including methodologies, the tachistoscope used in packaging research, and litigation surveys covering packaged goods, finance, retail, foodservice, healthcare, automobiles, and entertainment industries. I have over 30 years expert witness experience with consultations, deposition, and courtroom testimony.

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Expert Witness

My expert witness experience includes Likelihood of confusion, Secondary meaning, Misleading advertising, Dilution, Likeness, Mystery shopping, Change of venue.


Education

DegreeSubjectInstitution
M.B.A.MarketingUSC
B.A.AccountingUC Berkeley

Licenses Certifications

Awards & Affiliation

Primary Affiliation

American Marketing Association


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