Gerard J. Tellis (PhD Michigan) is Professor Marketing, Management, and Organization, Neely Chair of American Enterprise, and Director of the Center for Global Innovation, at the USC Marshall School of Business.
Dr. Tellis is an expert in innovation, new product growth, emerging markets, global market entry, advertising, quality, and pricing. He has published 4 books and over 100 papers (http://www.gtellis.net) that have won over 20 awards, including the Frank M. Bass, William F. Odell, Harold D. Maynard (twice), and Converse award for lifetime contributions to research. His Google Scholar cites number over 8000.
Dr. Tellis is a Distinguished Professor of Marketing Research, Erasmus University, Rotterdam, a Senior Research Associate at the Judge Business School, and a Fellow of Sidney Sussex College, Cambridge University, UK. He is an Associate Editor of Marketing Science and Journal of Marketing Research and has been on the editorial review boards of the Journal of Marketing Research, Journal of Marketing, and Marketing Science for several years. He was a Trustee of the Marketing Science Institute and a Sales Development Manager for Johnson & Johnson.
His book Will and Vision: How Latecomers Grow to Dominate Markets, (co-authored with Peter Golder, McGraw Hill) explains how will and vision are more important than being the first mover for long term survival. The book was cited as one of the top 10 books in business by the Harvard Business Review and was the winner of the American Marketing Association Berry Award for the best book in Marketing over the last three years. His book, Effective Advertising: How, When, and Why Advertising Works, summarizes almost 50 years of research on advertising effectiveness. It was twice nominated for the AMA/Berry Award for best book in Marketing. His book, Handbook of Advertising, brings together 30 chapters by distinguished experts in advertising.
