In memoriam — Barbara B. Stern (Co-Editor of Marketing Theory, 2000—2008)

  title={In memoriam — Barbara B. Stern (Co-Editor of Marketing Theory, 2000—2008)},
  author={Morris B. Holbrook},
  journal={Marketing Theory},
  pages={5 - 7}
  • M. Holbrook
  • Published 1 March 2009
  • Business
  • Marketing Theory
Barbara Stern was a great lady. A brilliant scholar. A terrific colleague. A treasured friend. As a scholar, Barb Stern developed a whole new style of marketing research that relied heavily on approaches borrowed from literary criticism and reshaped the tools for advancing our understanding of marketing theory, consumer behavior, and advertising applications. Toward this end, she brought to bear a unique educational background that began with a BA from Cornell (1959), followed by an MA in… 

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