Asking the Right People, the Right Questions, the Right Way,
and Effectively Using the Answers to Make More Money


About the Authors

Bob Kaden, is the author of Guerrilla Marketing Research and President of The Kaden Company, a marketing research company.

He has been in market research his entire career, spending a number of years in the research departments at various Chicago advertising agencies and, in the early 1970s, becoming President of Goldring & Company. Goldring became one of Chicago’s premier research suppliers, employing a staff of more than 40 market research professionals. He and his partners sold Goldring to MAI, plc, a U.K. financial and market research conglomerate, in 1989. In 1992, he started The Kaden Company and continues today to serve his marketing research clients.

Bob has worked extensively in the retail, banking, credit card, food, consumer package goods, health care, educational, toy, technology and direct marketing industries. He has been involved in more than 3,500 focus-group and survey studies and has pioneered many unique quantitative and qualitative market research approaches.

Over the years, he has written numerous articles on market research and new product development approaches for a variety business websites and professional journals. He speaks frequently to business and university audiences on a wide range of research topics, with particular attention on the Guerrilla approach to marketing research. His speaking engagements have taken him to many U.S. cities, as well as London, Paris and Moscow, where he addressed audiences on the use of attitude research in the direct marketing industry as well as on the application of creative problem-solving principles to marketing research problems.

Bob Kaden has lived in the Chicago area all his life. He is married to Ellie, the father of Hilary, the father-in-law of Henry and the grandfather of Samantha. Kaden has an AA degree from Lincoln College in Lincoln, IL, and a BA in Communications from Columbia College in Chicago.

In addition to his professional activities Bob is a percussionist and plays regularly with The South of Disorder Band (Chicago’s premier Jimmy Buffett cover band. His golf game is getting better.

For additional information contact:
The Kaden Company
6725 N. LeRoy Avenue
Lincolnwood, IL 60712
Office: 847-933-9400
Fax: 847-674-7999

Gerry Linda re-established the marketing consulting firm, Gerald Linda & Associates, in 1994. The firm provides marketing strategy, planning and research services to a mix of large, sophisticated marketers as well as smaller, entrepreneurial companies. A second service is aiding advertising and public relations agencies with their new business and account planning efforts. And a third service area is assuming senior marketing leadership/executional roles on an interim basis.

Immediately prior, he was the number two executive and a Principal at a “Top Fifty” research firm. In addition to corporate duties, his responsibilities included managing two client service groups, which fulfilled the marketing counsel and research needs for such clients as Miller Brewing Company, S. C. Johnson & Son, Inc. and BP/Amoco.

Between 1989 and 1993 Gerry was a co-founder and Director of Client and Marketing Services at Kurtzman/Slavin/Linda, Inc., an agency which practiced integrated, coordinated marketing communications including: advertising, design, public relations, direct marketing, sales promotion and the research which under–girded their strategic creation.

From 1986 through 1989 Mr. Linda was President of the first incarnation of Gerald Linda & Associates.

Between 1980 and 1985 Gerry worked at Marsteller and its successor companies (which was the 18th largest ad agency in the world at that time). He joined the Chicago office as its Research Director and quickly became Vice President and a member of the Operating Committee and the Strategy Review and Creative Review Boards. He was promoted to Regional Director of Marketing Planning and Research, which added offices in Pittsburgh, Denver and Los Angeles to his responsibilities.

Another promotion made him Corporate Senior Vice President reporting directly to the company President in New York. In this assignment he was Secretary to the Board of Directors and specialized in new business acquisition, in raising employee skill levels and he carried out a wide variety of special projects including developing the corporation’s business plan.

Mr. Linda received a BS in Business Administration and a MBA at Northeastern University, Boston, and he received the Candidate in Philosophy degree from the University of Michigan for completing his doctoral course work. He is a frequent writer, whose thinking has appeared in dozens of trade and professional journals. And he has made over 100 presentations and speeches at association meetings and conferences. He also serves on the editorial review board for the Journal of Current Issues in Research and Advertising

Gerry is married, has two children and lives in Glenview, IL, a suburb of Chicago.

Jay Conrad Levinson is the author of the best-selling marketing series in history, “Guerrilla Marketing,” plus 58 other business books. His books have sold more than 20 million copies worldwide. And his guerrilla concepts have influenced marketing so much that his books appear in 60 languages and are required reading in MBA programs worldwide.

He was born in Detroit, raised in Chicago, and graduated from the University of Colorado. His studies in Psychology led him to advertising agencies, including a Directorship at Leo Burnett in London, where he served as Creative Director. Returning to the USA, he joined J. Walter Thompson as Senior VP and Creative Director. Jay taught, wrote, and created guerrilla marketing for ten years while teaching in the extension division of the University of California in Berkeley.

A winner of prizes for creative excellence in every medium, he has been part of the creative teams that made household names of many of the most famous brands in history: The Marlboro Man, The Pillsbury Doughboy, Allstate’s good hands, United’s “Friendly Skies,” the Sears Diehard battery, Morris the Cat, Tony the Tiger, and the Jolly Green Giant.

In addition to his many books, CDs, and DVDs, Jay conducts guerilla marketing training programs, hosts the very popular Internet website,, and formed The Guerrilla Marketing Association -- a marketing support system for small business. In his presentations all over the world, he has seen “Guerrilla Marketing” become the most powerful brand in the history of marketing publishing.

At its heart “Guerrilla Marketing” provides a way for business owners to spend less, get more, and achieve substantial profits. The best guerrilla to transform you into a guerrilla marketer is “The Father of Guerrilla Marketing” – Jay Conrad Levinson.

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