For immediate release: 06/05/96
Contact: Margie Yu,
Public Affairs Assistant
Cal State L.A.'s Professor of Marketing
Los Angeles, CA . . . June 5, 1996 . . .
Pasadena resident William A. Cohen, Professor of
Marketing at California State University, Los Angeles and Director
of Cal State L.A.'s Small Business Institute, was honored as the
University's CSU Outstanding Professor at a CSU Institute
for Teaching and Learning conference in Long Beach on Saturday,
May 11, 1996.
Cohen received the University's highest faculty honor during a
faculty convocation at the start of the 1995-96 academic year,
at which he was praised by colleagues "for building the self
esteem of individual students" and "kindling the spirit
of community" in his classes. Read also at the time were
endorsements by his students, including the following: "Best
class in 16 years of schooling!" "Best class I have
had at Cal State L.A." "Best class in the business program
. . ." "You transfer the excitement in your subject
to your students." "I learned more from you than in
four years at USC, four years in government management, and one
year of marriage."
The University's CSU Outstanding Professor award recognizes superlative
teaching and exceptional commitment to students as well as professional
accomplishments and service to campus and community.
DR. WILLIAM A. COHEN, Professor of Marketing, School of
Business and Economics, has been a faculty member of the CSLA
School of Business and Economics since 1979. He graduated from
Wentworth Military Academy, Lexington, Missouri in 1955
and received his B.S. in engineering from the U.S. Military Academy
at West Point in 1959, M.B.A. from the University of Chicago Graduate
School of Business in 1967, and his M.A. and Ph.D. from Claremont
Graduate School in 1979. Formerly Chair of the Marketing Department
at Cal State L.A., he is now the Director of the University's
Small Business Institute, a national program that he has directed
since 1979 formerly under the auspices of the U.S. Small Business
Administration and now one of the largest in the nation.
As an expert in marketing strategy and entrepreneurship, Cohen
is a national speaker and a consultant to Fortune 500 companies
and the U.S. government, and has directed consulting for over
400 small businesses.
Of his four major text books, one has been adopted by 177 colleges
and universities, not including foreign editions, and a text on
direct marketing was the first of its kind published. He has authored
26 trade books which were translated into 11 languages. He has
collaborated with his wife, Nurit Cohen, a psychologist and Cal
State L.A. alumna, on two books: Top Executive Performance
and, in 1993, The Paranoid Corporation and 8 Other Ways Your
Company Can Be Crazy. The latter was a Fortune Book Club Selection
and has been translated into German and Portuguese. In 1990, Prentice-Hall
published his book, The Art of the Leader. Recommended
by Fortune 500 CEOs, Senator Barry Goldwater, the Supreme Allied
Commander in Europe, the Chief of Staff of the Air Force, the
Chief of Naval Operations and others, it was translated into German,
Korean, Indonesian, Spanish, and Chinese, with an audio version
in Japanese, and was selected as a Best Business Book of the Year
by the Library Journal among other honors.
Cohen received a Cal State L.A. Outstanding Professor Award for
1982-83, the Freedoms Foundation at Valley Forge Honor Certificate
for Excellence and George Washington Honor Medal for Excellence
in Economic Education -- national awards of high distinction --
and numerous other awards and grants, including the Outstanding
Service Award from the National Management Society.
Under his supervision, Cohen's students, too, have garnered many
prestigious awards. In 1994, Cohen advised a team of students
who won the National Collegiate Competition in Promotional Products
and Target Marketing. As director of the Small Business Institute,
he supervised the student winning the Graduate Case of the Year
in a 150-case competition. This year, Cohen's students won two
first and one second place awards in both California and national
competitions for best Promotional Plans, competing in the national
award category against 90 entries from 24 universities.
Not only a leader in his profession as an academic in the field
of management, Cohen is a Major General in the United States Air
Force Reserve. During the Gulf War he was called to active duty
and served as Deputy Director of a Special Action Group in the
Office of the Secretary of Defense responsible for psychological
operations at the strategic level. He currently directs a reserve
program at Randolph Air Force Base in Texas consisting of approximately
800 assigned and another 1000 attached Air Force Reservists. He
has also flown in combat for the Israeli Air Force. Cohen is listed
in Who's Who in America and many other biographical dictionaries.