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

@article{Holbrook2009InM,
  title={In memoriam — Barbara B. Stern (Co-Editor of Marketing Theory, 2000—2008)},
  author={Morris B. Holbrook},
  journal={Marketing Theory},
  year={2009},
  volume={9},
  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… 
Morris B. Holbrook: an historical autoethnographic subjective personal introspection
Purpose This paper describes the personal history and intellectual development of Morris B. Holbrook (MBH), a participant in the field of marketing academics in general and consumer research
What’s the story, allegory?
ABSTRACT If ever a literary genre were made for consumer research, that literary genre is allegory. The word comes from the Ancient Greek allegoreo, meaning to speak of the other in the marketplace.
Bow to Stern
If brands are narratives, as Stern, Twitchell and many marketing consultants contend, then the tools and techniques of literary criticism can help enhance branding understanding. This article applies