The Churchill Award for lifetime achievement in the academic study of marketing is given each year by the AMA Market Research Special Interest Group to honor Dr. Gilbert A. Churchill. Columbia Business School Professor Don Lehmann is the 2005 recipient. Professor Lehmann teaches several different marketing courses. His research focuses on individual and group choice and decision making, the adoption of innovation and new product development, and the management and valuation of marketing assets (brands, customers). He is also interested in knowledge accumulation, empirical generalizations and information use. Lehmann has published more than 100 articles and books, serves on the editorial boards of several academic journals and is the founding editor of Marketing Letters. He is a past president of the Association for Consumer Research and a trustee and former executive director (1993–1995, 2001–2003) of the Marketing Science Institute. The Churchill Award for lifetime achievement in the academic study of Marketing Research is given each year by the AMA Market Research Special Interest Group to honor Dr. Gilbert A. Churchill. Dr. Churchill is retired professor of Marketing at the University of Wisconsin - Madison. Dr. Churchill has been a prolific researcher, author, teacher, and administrator in the field of academic research. He received a DBA from Indiana University in 1966, and spent his career at the University of Wisconsin. He has served on numerous editorial boards and was editor of the Journal of Marketing Research. He has published widely in the field, including a number of seminal articles and standard textbooks. Dr. Churchill has been the recipient of numerous awards, including the Distinguished Marketing Educator Award (American Marketing Association, 1986), the Lifetime Achievement Award (Marketing Science, 1993), and the Paul D. Converse Award (1996) for marketing scholarship.