California State University, Los Angeles named its Outstanding Professors for 1994 - 1995

For immediate release: 06/05/96

Contact: Margie Yu,
Public Affairs Assistant
(323) 343-3047

CSU Outstanding Professor Award Presented to
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.

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