McQuarrie, Edward F.

Edward F. McQuarrie is a professor in the Department of Marketing, Leavey School of Business, Santa Clara University, in California s Silicon Valley. He received his Ph.D. in Social Psychology from the University of Cincinnati in 1985 and a B.A. in Psychology and Literature from The Evergreen State College in 1976. His research interests include market research appropriate to technology products, on the one hand, and advertising strategies that call on rhetoric, narrative, and semiotic resources on the other. He has also written the book "Customer Visits: Building a Better Market Focus", co-ed...