Parlin Award for Howard Moskowitz

The American Marketing Association (AMA) has presented its annual Charles Coolidge Parlin Marketing Research Award to Howard Moskowitz, President and CEO of Moskowitz Jacobs, for 'substantial contributions and unswerving dedication' to MR. Previous recipients include George Gallup and Arthur C Nielsen.

The award, established in 1945, is named after Charles Coolidge Parlin, who pioneered early benchmarking studies of consumer issues. It is administered by the AMA together with the Marketing Department of the Wharton School of Business at the University of Pennsylvania, with direction from the Parlin Board of Governors. This year's governors include Dennis Dunlap, AMA; Russell Winer, New York University; Chuck Chakrapani, Millward Brown Canada; and Jeff Hunter, General Mills.

Moskowitz, who founded Moskowitz Jacobs Inc in 1981, graduated from Harvard in 1969 with a PhD in experimental psychology. He has written and edited sixteen books, and serves on the editorial board of many major journals. Previous awards include 2001 and 2003 awards from ESOMAR for his innovation in web-enabled, self-authored conjoint measurement, and for weak signals research in new trends analysis and concept development. Moskowitz also appears weekly on ABC News Now as the Food Doctor, highlighting the most innovative and interesting aspects of the food industry.

Accepting the award, Moskowitz looked back on thirty years and chose 'some words from a seasoned professional to that young man going into the research world in 1975'. In particular he singled out the need to explore, and to expect new ideas to displace old, illustrating the latter with a favourite quote from Tennyson's Morte d'Arthur: 'The old order changeth, yielding place to new, And God fulfils Himself in many ways, Lest one good custom should corrupt the world.'

Moskowitz Jacobs Inc is online at www.mji-designlab.com and the AMA at www.marketingpower.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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