最近特别想念去年的生活。在Harper的日子,那是我第一年在国外生活的时光。有很多挥之不去的记忆,也有很多很多朋友一般的导师。
过一段时间,等有时间,我要继续写我的《留学人物志》要写老道(Douglas Hill),老K (Keith Wally),当然也要写那么多次帮助我们的Zorka,更要写的是我最最敬佩的导师Maxwell Winchester,还有我一直很尊敬很喜欢的Geoff Black。对我来说,他们不仅仅是我的老师,更是我的朋友。是我在以后的生活里,无论走到哪里都会想起来的人。也是我每次想起来都会微笑的人。
今天,在Harper网站上乱翻,本来只是为了找找曾经留下的痕迹,而却找到了网站上介绍我论文导师(Dissertation surpervisour)的一段。其实,虽然我一直都很敬佩我的导师,也基本上阅读过他写的很多期刊文章,并且,我的硕士论文多多少少都印上了他的影子,但是对他的了解,却的确没有网站上写得那么多。可能我的了解都是基于我们的交流和我们生活中的点点滴滴,而对于他的背景,的确了解不是很多。不过,很愿意贴上来,炫耀一下。看,我就是这么优秀的导师带出来的学生啊!也是个让导师自豪的学生!!对于这一点,我一直也是很自豪的。因为,去年,当我的硕士论文做完的时候,他曾经和我说,你的研究,已经是世界上独一无二的了。
[size=5]Dr Maxwell Winchester [/size]
BSc (Psychology & Research Methods), Grad Dip Evaluation, MBus (Marketing), PhD
Senior Lecturer
Professional Memberships
European Marketing Academy
Australian & New Zealand Marketing Academy
Marketing Academy (UK)
European Marketing Academy
Teaching Duties
Consumer Behaviour
Global Marketing Strategy
Marketing Across Cultures
Global Food Marketing
Food Marketing
Principles of Marketing
Strategic Management
Research Interests
Brand Management and Measurement Methods
Qualitative and Quantitative Research Methods
Empirical Generalisationalist Research Methods
Corporate Research Strategy
Behaviourist Consumer Behaviour Theories
Publications
Refereed Journal Articles
Winchester, M.K., & Romaniuk, J. & Bogomolova, S. (in press). Positive and Negative Brand Beliefs and Brand Defection/Uptake. European Journal of Marketing.
Winchester, M.K., & Romaniuk, J. (2003). Evaluative and Descriptive patterns in negative image attributes. International Journal of Marketing Research (formerly the Journal of the Marketing Research Society, Vol 45 (1), 21-34.
Winchester, M.K., & Fletcher, M., (2000). Calibrating your brand image measurement technique by utilising empirical generalisations. Journal of Brand Management Vol 8(2), 99-110
Hall, J., & Winchester, M.K., (2000). What's really driving wine consumers? Australian and New Zealand Wine Industry Journal , Vol 15(4), 68-72
Hall, J., & Winchester, M.K. (1999). An empirical confirmation of segments in the Australian wine market. International Journal of Wine Marketing , Vol 11(1), 19-35.
Hall, J., & Winchester, M.K. (1997). The importance of qualitative analysis in the segmentation process. Journal of Targeting, Measurement and Analysis for Marketing , 6(2), 181-193.
Refereed Conference Papers
Romaniuk, J. & Winchester, M.K. (2007). The Perceptions and Loyalty of Prestige Brands. Thought Leaders International Conference on Brand Management, Birmingham, UK.
Winchester, M.K, Romaniuk, J. & Bogomlova, S. (2006). A longitudinal study examining the relationship between customer behaviour change and positive and negative brand beliefs. European Marketing Academy Conference, Athens, Greece.
Winchester, M.K, & Romaniuk, J. (2006). A longitudinal study into negative brand beliefs. Thought Leaders International Conference on Brand Management, Birmingham, UK.
Winchester, M.K, & Romaniuk, J. (2004). Past Usage and Negative Perceptions. Australian and New Zealand Marketing Academy Conference, Wellington, New Zealand
Winchester, M.K, & Romaniuk, J. (2003). Expected patterns in negative image attributes. Australian and New Zealand Marketing Academy Conference, Adelaide, Australia.
Winchester, M.K., & Romaniuk, J. (2002). The effect of questioning technique on responses to negative brand image attributes. Australian and New Zealand Marketing Academy Conference, Melbourne, Australia
Sharp, A. & Winchester, M.K. (2002). The temporal stability of negative brand image attributes. Australian and New Zealand Marketing Academy Conference, Melbourne Australia.Winchester, M.K., & Romaniuk, J. (2002). Evaluative and Descriptive patterns in negative image attributes European Marketing Academy Conference, Braga, Portugal.
Winchester, M.K., & Romaniuk, J. (2001). Do negative image attributes display evaluative and/or descriptive patterns? Australian and New Zealand Marketing Academy Conference, Albany, New Zealand. ISBN 0-473-08206-3.
Hall, J., & Winchester, M.K. (2000). Ultilising Values in a benefit based segmentation. American Marketing Association International Educators Conference Buenos Aries, Argentina.
Winchester, M.K., & Romanuik, J., (2000). Are negative perceptual responses an indicator of customer vulnerability/switching? European Marketing Academy Conference Rotterdam, Netherlands.
Hall, J., & Winchester, M.K. (2000). Empirical analysis of Spawton's 1991 segments in the Australian wine market, Asia Pacific Advances in Consumer Research Conference Gold Coast, Australia, pg 319-327.
Hall, J., & Winchester, M.K. (1999). Developing effective marketing strategies for wine consumers, Australian and New Zealand Marketing Academy Conference, Sydney Australia.
Winchester, M.K., & Hall, J. (1999). Marketing Academics: Are they practising what they preach? Australian and New Zealand Marketing Academy Conference, Sydney, Australia. ISBN 07334 0572 X
Hall, J., Lockshin, L., Aurifielle, J.M., & Winchester, M.K. (199
. Qualitative analysis of the influence of situational components in the consumer decision making process, Association for Consumer Research 1998 Asia Pacific Conference, Hong Kong.
Hall, J., Lockshin, L., & Winchester, M.K. (199
Qualitative analysis of the influence of situational components in the consumer decision making process, Plenary Speakers at the Australia and New Zealand Marketing Educator's Conference, Melbourne, Australia.
Hall, J., Lockshin, L., Questes, P., & Winchester, M.K. (1997). Means end chain analysis in segmenting of the wine consumer, Australian and New Zealand Marketing Educators' Conference Melbourne, Australia.
Hall, J., Oppenheim, P., Shaw, M., & Winchester, M.K. (1997) Analysing gift giving behaviour from a means end data structure perspective. The Association for Consumer Research European Conference Stockholm, Sweden.
Winchester, M.k., Rumpf, P., & Miller, S., (1996). The evaluation of higher education courses: how realistic is it? The Australasian Evaluation Society Conference, Wellington, New Zealand.
Hall, J., Shaw, M., & Winchester, M.K. (1996). Using efficient qualitative methodologies to assist in targeting markets, Third International Conference on Targeting, Measurement and Analysis for Marketing, London, United Kingdom.
Goodrick, D., & Winchester, M.K. (1994). Interactive evaluation in a youth homelessness prevention project. Australian Association of Social Research Conference, Launceston, Australia.
Published Reports and Books
Hall, J., Grierson, M., Watson, D., & Winchester, M.K. (1995). Training, a Shared Investment: Stage 6, Victoria University: Melbourne.
Grace, M., Goodrick, D., Ryan, M., & Winchester, M.K. (1993). What Else is Happening at HOME, Victoria University: Melbourne.
Non-refereed journal articles, conference papers and guest lectures
Winchester, M.K. & Sharp, B (20th April, 2004). Arguments against brand positioning. Presentation to the Ottawa Chapter of the Professional Marketing Research Society.
Harder, T. M., & Winchester, M.K. (2003). The Dummies' guide to PIPEDA: A description of the ten basic principles to assist your company's compliance, Imprints (February), p. 10-13
Winchester, M.K. & Sharp, B (4th March 2003) Arguments against brand positioning. Presentation to the Alberta Chapter of the Professional Marketing Research Society.
Winchester, M.K. & Sharp, B. (2002). Arguments against brand positioning. Professional Marketing Research Society/Association Prefessionelle de Recherche en Marketing, Nottawasaga, Canada.
Sharp, M. & Winchester, M.K. (2001). Using marketing science to improve brand image measurement/Comment donner une plus grande signification ? l'image de marque?. Professional Marketing Research Society/Association Professionelle de Recherche en Marketing, Ottawa, Canada.
Sharp, M. & Winchester, M.K. (2001). Can a little old fashioned science give more meaning to image data? Market Research Society Annual Conference and Trade Fair, 2001, Brighton, United Kingdom.
Sharp, B., & Winchester, M.K. (2001). Why do our customers seem less loyal than those of our big competitors? Imprints, February, 8 - 10.
Sharp, A., & Winchester, M.K., (2000). When 2+2=5. Adding value through the use of internal organisational data in evaluation research. Canadian Evaluation Society Conference, 2000, Hotel Wyndam, Montreal, Canada.
Hall, J., & Winchester, M.K. (2000). Focus on your customer through segmentation, Australian and New Zealand Wine Industry Journal , Vol 15(2), 93-97.
Hall, J., & Winchester, M.K. (2000). An introduction to factor analysis. Understanding the Mathematical and Statistical Techniques used in Marketing Henry Stewart Conferences, Sydney Australia.
Winchester, M.K., (1999). Rethinking what we do. MRSA Research News, December, 5.Winchester, M.K. (1999). Efficient qualitative analysis for market researchers, Guest speaker for the Market Research Society of Australia, Melbourne Australia.
Winchester, M.K. (199
. Computer aided qualitative analysis for market researchers, Guest speaker for the South Australian chapter of the Market Research Society of Australia, Adelaide, Australia.
Winchester, M.K. (1997). Efficient qualitative analysis for market researchers, Guest speaker for the Market Research Society of Australia Melbourne, Australia.
Winchester, M.K. (1996). An evaluation of the Bachelor of Business programme. Teaching Matters Symposium, Victoria University, Melbourne.
Winchester, M.K. (1995). Understanding computer aided qualitative analysis, Guest speaker at Sheffield Hallam University Sheffield, United Kingdom.
Grace, M., & Winchester, M.K. (1994). Youth Homelessness Prevention in a Victorian Secondary College, Australian Association of Social Research Conference Launceston, Australia.
Interviews
Winchester, M.K., (7th May 2004). Interviewed on Radio One (Canadian Broadcasting Corporation) for a discussion on the price of Fuel in the Lower Mainland and Canada.
Winchester, M.K., (28th April 2004). Re-branding helps Carleton increase profile. Ottawa Business Journal.
Winchester, M.K., (28th April 2004). Brand or be branded . Ottawa Business Journal.
Winchester, M.K (4th March, 2003). Guest on the' Big Breakfast' TV show on A Channel, Calgary. The topic of discussion was brand positioning and why it doesn't work.
Theses Marked
Ballarat University, Master of Business Thesis, Web Based Regional Newspapers: The Role of Content, June 2002.
Victoria University, Master of Business Thesis, Family Decision Making and the Environment January 2000.
Books Reviewed
Walker, O.C. Boyd, H.W., Mullins, J & Larreche, (2003) Marketing Strategy: A Decision Focussed Approach (4th Ed). McGraw Hill Irwin: Boston.
Walker, O.C. Boyd, H.W., Mullins, J & Larreche, (2003) Marketing Strategy: A Decision Focussed Approach (4th Ed). McGraw Hill Irwin: Boston.
Armstrong, G., Kotler, P., Cunningham, P.H. & Mitchell, P. (2003). Marketing; an Introduction (Canadian Ed). Pearson Education: Toronto
Kotler, P., Armstrong, G., & Cunningham, P.H., (2001). Principles of Marketing (5th Canadian Ed). Pearson Education: Toronto.Armstrong, G., & Kotler, P. (2002) Marketing: An Introduction (1st Canadian Ed). Pearson Education: Toronto.
Awards and Community Services
September 2001. Recipient Australian Post-graduate Award for Doctoral Degree. ($51,000)
July 1999. Recipient University of South Australia School of Business Scholarship for Doctoral Degree ($80,000)
March 2000. Lions Club International Chair of Judges for Youth of the Year Award, Sunbury, Victoria, Australia.
March 1999. Lions Club International Chair of Judges for Youth of the Year Award, Sunbury, Victoria, Australia.
January 1996. Recipient Meat Research Council Scholarship for Masters Degree ($36,000)
October 1995. Rotary International Community Services Award