Professional Development Program
Presented by Boston Chapters of the American Marketing Association and the Marketing Research Association
Tuesday, April 29, 1997
6:00 pm to 9:15 pm,
Waltham Westin Hotel
Waltham, Massachusetts
Cocktails and Dinner followed by panel discussion

Inside Copy:

Marketing research departments within companies are being asked to handle an increasing amount and diversity of work~from customer satisfaction studies, to competitive intelligence, consumer hotlines and the integration of information technology~so that their organizations can compete more effectively.

How are marketing research directors responding to these new changes and challenges within their companies? How have their needs changed and what do they look for in supplier resources today that~s new and different from just a few years ago?

H. Paul Root, president of the Marketing Science Institute, will pose these and other questions to a distinguished panel of marketing research professionals at a joint dinner meeting with the Boston Chapters of the AMA and MRA on Tuesday, April 29, 1997 at the Waltham Westin Hotel. Panel members include:

Elizabeth Allan, Director of Marketing Research, Business Banking, Fleet Bank Rae Ann Laehy, Manager of Research at Harvard Pilgrim Health Care Leigh A. Shanny, Director of Marketing Research for Polaroid Gordon A. Wyner, Vice President, Mercer Management Consulting

What You'll Learn:

What experts in marketing research see as some important challenges and opportunities for marketing research organizations and individual professionals.

Key issues facing marketing research organizations from their peers in other What organizations are doing today to address the changing role, challenges, companies

H. Paul Root, Ph.D. is president of the Marketing Science Institute, which initiates, funds, and disseminates leading-edge studies by academic scholars on and opportunities facing marketing research professionals.

About Our Distinguished Panel of Speakers:

priority research topics established by MSI~s 60 corporate members. Root served as director of corporate marketing research at the DuPont Company and was an associate professor of marketing at the University of Michigan~s Graduate School of Business. He is a past chairman of the board of the Boston chapter of the American Marketing Association, and has recently been named a vice president-elect for the AMA~s national Marketing Research Council.

Elizabeth Allan is senior vice president, corporate market planning for Fleet Financial Group, where she is responsible for the development of product, delivery, and communication strategies based on market segmentation. Allen has held senior marketing, research and strategic planning positions with Connecticut Mutual Life Insurance, Citibank, and Southeast Bank in Florida. Allen is a graduate of Manhattanville College, New York, and serves as a guest lecturer for the Bank Marketing Association, Strategic Research Institute, and the American Marketing Association.

Rae Ann Leahy is a manager of research at Harvard Pilgrim Health Care where she has overall management responsibility for the Marketing Research Department, including customer retention and a marketing research team. She has co-chaired the New England HEDIS coalition patient satisfaction subcommittee for the past three years. For eight years, Leahy held a research scientist position at MIT. She holds an MBA from Simmons College and a B. A. in Psychology and Biology from Wellesley College.

Leigh A. Shanny has more than 20 years~ experience in marketing and marketing research. Since 1990 she has served as director of market research for Polaroid Corporation. She spent 13 years with Beatrice Foods in product management and market research, and ran her own consulting business for four years. Educated at Vassar College and the University of Wisconsin, Shanny did her undergraduate work in mathematics and her graduate work in symbolic logic.

Gordon A. Wyner, Ph.D. is vice president of Mercer Management Consulting, where he leads the firm~s marketing science practice. He specializes in marketing research to understand customer motivations, behavior , and economics, and develops marketing research programs and marketing strategies on behalf of clients in the communications, information, entertainment, financial services, and consumer products industries. Dr. Wyner received a B.A. from Northwestern University and a Ph.D. in sociology from the University of Pennsylvania.

To Register: Please call the AMA Boston Office at 617-647-0914
AMA/MRA Member price: $39.00
Non-Member Price: $49.00

Directions: The Waltham Westin Hotel is located on routes 95/128 and Totten Pond Road Exit, to Third Avenue-

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