Dr. Paul Green, Wharton

Dr. Paul E. Green, professor emeritus of marketing in the Wharton School, passed away September 21, 2012, at age 85.

Dr. Green received an AB in mathematics and economics, and an AM and PhD in statistics. Prior to joining the marketing department faculty in 1961, Dr. Green held multiple positions in industry as a statistician and research analyst.

As the S.S. Kresge Professor of Marketing from 1971-98, "Paul was not only one of the most distinguished and influential marketing scholars of our time, but also a wonderful colleague who provided perspective and balance at all times," said Dr. Yoram (Jerry) Wind, Lauder Professor and professor of marketing at the Wharton School. "One of the major architects of modern marketing science and practice, he was known as the founder of conjoint analysis. The marketing discipline's familiarity with the utilization of Bayesian statistics, multidimensional scaling, clustering, and analysis of qualitative data are due in part to the pioneering work of Paul Green."

"The most prolific of marketing scholars with 16 books and over 200 articles, Paul's influence on the marketing discipline ranges far beyond his ground-breaking inspired writings," said Thomas S. Robertson, dean of the Wharton School. "As a creative researcher, he stimulated the design and implementation of numerous innovative studies for the solution of real-world problems. Paul was known as one of the most thorough and constructive reviewers of top academic publications in the field. He helped mold a new generation of marketing researchers whose influence on marketing education, research, and the practical implementation of marketing concepts and tools will help shape the future of the marketing discipline for many years to come."

Dr. Green received major marketing awards, including the Parlin Award for Advancement of Science in Marketing, the AMA/Irwin Marketing Educator of the Year Award, The Outstanding Marketing Educator Award and the Lifetime Achievement in Marketing Research Award. He was also selected as one of the nine Legends of Marketing; and SAGE Publications will be publishing six volumes of his writings.

In 1996 the Journal of Marketing Research established the Paul E. Green Award for the best article in the Journal of Marketing Research that demonstrates the greatest potential to contribute significantly to the practice of marketing research.

Upon Dr. Green's retirement in 2002, the marketing department established the Paul E. Green Doctoral Fund in Marketing in honor of the contributions he made to the discipline, department and school. Future use of this fund will include an annual Paul E. Green event that brings leading academics and practitioners together in honor of the pioneering work that Dr. Green contributed over the span of his career.

Dr. Green is survived by his children, Patricia A. Rush, Kenneth P. Green and Carol L. Rickard; sister, Eleanor Koch; grandchildren, Kelly Secrist Clement, Jaclyn Secrist, William Secrist, Sandra Flemmings Affourtit and Benjamin Rickard; and five great-grandchildren.

Contributions in Dr. Green's memory may be sent to Alison Matejczyk at the Wharton School, University of Pennsylvania, 344 Vance Hall, 3733 Spruce Street, Philadelphia, PA 19104. Please make checks payable to the Trustees of the University of Pennsylvania with "Green Fund" written in the memo field.

Family, friends and colleagues are invited to post their memories of Dr. Green on the "In Memoriam of Paul E. Green" website: http://news.wharton.upenn.edu/feature-stories/2012/10/in-memoriam-paul-e-green

The Wharton School will host a Celebration of Life in memory of Dr. Green on December 11. RSVP at https://whartondeansoffice.wufoo.com/forms/celebrate-the-life-of-paul-e-green/ by Monday, December 3.