Donald Lehmann

Donald R. Lehmann (born 1944)[1] is the George E. Warren Professor of Business Professor at Columbia Business School. A Fellow of the American Marketing Association, he is known for his work on choice and decision making, innovation, and new product development.[2][3][4]

He receive his BA from Union College, and his doctorate from Purdue University in 1969 . His doctoral thesis "Choice among similar alternatives : an application of a model of individual preference to the selection of television shows by viewers" was written under the supervision of Frank Bass.[5]

He has been author or coauthor of the following books:

• Lehmann, Donald R., and Russell S. Winer. Analysis for Marketing Planning. Boston: McGraw-Hill, 1991, 1997, 2009. ISBN 9780071263634
  • Translated into Japanese by Takamichi Inoue as マーケティング計画 : 立案手法入門 / Māketingu keikaku: ritsuan shuhō nyūmon. Tōkyō: Bunshindō, 1991. ISBN 9784830940514
  • Translated into Chinese as Analysis for marketing planning = 营销策划分析 / Ying xiao ce hua fen xi. Beijing: Beijing da xue chu ban she, 2007.ISBN 9787301112137
  • Translated into Spanish as Investigación y análisis de mercado. México: Compañía Editorial Continental, 1998.
• Product Managers Marketing Plan 产品经理的营销计划 /Chan pin jing li de ying xiao ji hua / Product manager's marketing plan / Donald R. Lehmann, Russell S. Winer. Beijing: Yu hang chu ban she, 1999.
• Lehmann, Donald R., and Russell S. Winer. Product management. Maidenhead: McGraw-Hill Education, 2001, 2004. ISBN 9780071238328
  • Translated into Chinese as: 产品管理 : 第4版 / Chan pin guan li. Beijing: Beijing da xue chu ban she, 2006.ISBN 9787301096901
• Lehmann, Donald R., Sunil Gupta, and Joel H. Steckel. 'Marketing Research. Reading, MA: Addison-Wesley, 1998. ISBN 9780321014160
• Lehmann, Donald R., and Katherine E. Jocz. Reflections on the Futures of Marketing: Practice and Education. Cambridge, MA: Marketing Science Institute, 1997. ISBN 9780965711401