Fader to receive DMEF’s ’07 Robert B. Clarke award

Wharton School Marketing Professor Peter S. Fader, PhD, is the winner of the 2007 Robert B. Clarke Outstanding Educator Award, the Direct Marketing Educational Foundation’s award to honor an academic’s overall achievement in direct/interactive marketing.

The announcement was made July 10 by DMEF Chairman and DMRA Chief Marketing Officer Allen W. Dyon.

Presented annually, the award is named for the late Robert B. Clarke, CEO of Grolier, whose personal contribution endowed the DMEF’s Direct/Interactive Marketing Research Summit (formerly called the Educators’ Conference). Nominated by their peers, the winner is chosen on the basis of outstanding achievement in teaching, writing, research and speaking. Final selection is approved by the DMEF’s board of trustees.

Fader will receive the award at a special presentation during the DMEF Direct/Interactive Marketing Research Summit on Sunday, Oct. 14, during the DMA07 Annual Conference & Exhibition in Chicago. The award includes a bronze plaque and a $1,000 check. Fader will also be recognized at the DMEF’s Annual Awards Dinner to be held Saturday, Oct. 13 at The Grand Hyatt Chicago.

Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania. He joined the Wharton School faculty in 1987 after receiving his PhD at Massachusetts Institute of Technology. His research focuses on using data generated by new forms of information technology to understand consumer preferences and to assist companies in fine-tuning their marketing tactics and strategies.

Fader’s recent projects include predictive and explanatory models for electronic commerce (forecasting models for Web site usage purchasing behavior), consumer packaged goods industries (models of new product trial and repeat purchasing patterns) and the music industry (understanding the role of radio airplay in generating album sales).

In addition to DMEF’s Journal of Interactive Marketing , Fader sits on the editorial boards of several professional journals, including Marketing Science , Journal of Marketing Research and the Journal of Marketing. He is a member of the American Marketing Association’s Research Council.

Based in New York City, the DMEF works to attract, educate and place top college students by continuously improving the teaching of world-class direct/interactive marketing and, thereby, expanding and enriching the talent pool of trained, market-ready direct marketers.

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