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Don’t Just Relate—Advocate!: A Blueprint for Profit in the Era of Customer Power by Glen Urban

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About the Author

Glen Urban is a leading educator, prize-winning researcher specializing in marketing and new product development, entrepreneur, and author. He has been a member of the MIT Sloan School of Management faculty since 1966, was Deputy Dean at the school from 1987 to 1992, and Dean from 1993 to 1998.

Urban’s research focus is on management science models that improve the productivity of new product development and marketing. For example, in a methodology he devised called Information Acceleration, he uses multi-media computer technology to simulate future sales of products such as cars, computer systems, telecommunications, and drugs.

Information Acceleration emerged from Urban’s earlier ground-breaking work in premarket forecasting ...

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