ISBM Announces AMS Vice Chairman Emeritus Gerry Katz as an Inaugural Practice Fellow

Applied Marketing Science (AMS) would like to congratulate Gerry Katz, AMS Vice Chairman Emeritus, on his recent appointment as a Practice Fellow of the Institute for the Study of Business Markets (ISBM).  ISBM is a consortium of leading B2B companies and academics from premier institutions around the globe for the purpose of directing, advancing, and disseminating the science of business-to-business (B2B) marketing. 

The six inaugural ISBM Practice Fellows are a highly regarded group of thought leaders, consultants, and key industry practitioners who have established a track record of advancement in business-to-business (B2B) marketing. Practice Fellows are recognized senior scholars in B2B marketing and have shown dedication in working with practitioners and academics in advancing the discipline. They provide special insight, advice and counsel, as well as a broad variety of services, to B2B marketers and sales leaders across a broad span of practice. 

“This honor was quite unexpected and much appreciated,” says Katz of this distinction. “ISBM has always been true to its mission of being a thought leader and central repository for state-of-the-art research and thinking in B2B marketing. On a personal level, I have greatly enjoyed my long association with ISBM and am honored to be among their inaugural group of Practice Fellows.”  

Gerry Katz has been a perennial contributor to the market research industry and is a recognized authority in the fields of market research and new product development. Working with co-founders Robert Klein and John Hauser, he established Applied Marketing Science’s Insights for Innovation Practice and pioneered the commercialization of the field now known as Voice of the Customer (VOC) market research. He refined Quality Function Deployment (QFD) into a practical tool, helping hundreds of teams to translate VOC insights into winning new products and services. During his time at AMS, Katz served dozens of the firm’s marquee clients across diverse industries including B2B products and services, industrial manufacturers, financial services, medical devices and consumer products. 

Katz also created AMS’s renowned Voice of the Customer (VOC) training offerings; he has taught thousands of professionals around the globe about the theory and practice of VOC, as well as about other leading innovation research methods. He has written numerous articles for PDMA Visions, Quirk’s Marketing Research Review, and other industry and academic publications, and has contributed chapters to text books on product development, helping cement Applied Marketing Science’s reputation as a respected and influential leader in the world of market research and innovation. Katz officially retired from his role as Vice Chairman at AMS in 2020 but remains an active member of the B2B marketing community. 

Katz adds that, “AMS’s long association with ISBM has been extraordinarily rewarding. It has allowed us to play a significant role in our field and to stay up to date on the many advances coming out of academia, and to understand the evolving needs of our B2B clients.” 

Below are just a few of Gerry Katz’s authored works as featured in leading industry publications. 

Understanding evolving customer and client needs is fundamental to developing successful, innovative products and services. With more than 30 years of experience in market research consultation, AMS can help you unlock those insights. Contact AMS Principal Kristyn Corrigan to start your insights journey. 


Tags: Insights Training , News , Quality Function Deployment (QFD) , Voice of the Customer

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