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Who is Establish Marketing Author Choong Whan Park?

Monday, 18 July 2022 11:00 AM

C. Whan Park

LOS ANGELES, CA / ACCESSWIRE / July 18, 2022 / Brand Admiration: Building a Business People Love Is one of the most recognized and influential business and branding books on the subject globally. Author Choong Whan Park has numerous other bestsellers, beginning with his first book written in 1987: Marketing Management. Park is an accomplished best-selling author and a thought leader in the subject, as he has contributed to many journals, including the Journal of Consumer Psychology, Journal of Marketing, and the Journal of Consumer Research - where he serves both as a reviewer and editor.

Through his studies, he found a gap in the literary teachings of marketing. While most publications and teachings focus on brand awareness through exposure, Park took a keen interest in branding and consumer psychology to discover the fundamental decisions made that influence a human's decision to purchase/repurchase or not.


Choong Whan Park was born on November 3, 1944, and is married with two children. He retired in 2021 from the department of marketing as Robert E. Brooker Professor of Marketing at the University of Southern California. Prior to this, he graduated from Seoul National University with a Bachelor of Arts in German literature and language.

After moving to the United States, he obtained his Master's and Ph.D. in Business Administration, with a focus on Marketing - making this his primary focus. He quickly took an interest in teaching and shaping the minds of future leaders through developing their marketing management knowledge, brand strategy, and even executive development programs.

Marketing Philosophy

Choong Whan Park goes against the grain and challenges set values that are currently being instructed by most marketing professionals or higher education. The traditional model that follows the 4 P's of marketing includes Price, Product, Promotion, and Placement - a square of analytical details that is positioned as a formula rather than a guide.

He goes against the grain and believes that the perceived benefit to the customer must far exceed the price by detecting and satisfying their latent needs so that they reveal brand loyalty and advocacy behaviors.

Noteworthy Accomplishments

Other than being a marketing professor and accomplished author, Choong Whan Park shows his dedication to the craft through various avenues. With over 59 official publications, he has co-authored various literary articles in such publications as Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, and Harvard Business Review.

In a proceeding titled "Formation of Price Expectation in Brand Extension and Impact on Brand Extension Evaluations," Choong Whan Park presented before the association of Consumer Research unique ideas that sparked further research into this topic. It also laid the groundwork for his future books that focused on brand meaning and brand admiration. He has also presented many articles at ACR Conferences in Las Vegas, Washington, Chicago, and Vancouver.

Most recently, Park received the Paul D. Converse Award in 2020 for his contribution to the advancement of marketing knowledge. He was also the recipient of Dr. Jagdish N. Sheth's Impact on Practice in 2019, and an Academic Fellow was chosen by the Korean Marketing Association in 2017.


Caroline Hunter
Web Presence, LLC

SOURCE: C. Whan Park

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