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Marketing Management
Every year, several Fisher College of Business MBA graduates are recruited by large industry leaders that have unique, marketing-oriented management strategies and practices: Chiquita, Limited Brands, and Kimberly-Clark, to name a few.
We attribute this astounding success in large part to our talented Fisher faculty, who convey excellence in a variety of marketing areas, ranging from brand and product management to market research and consumer behavior. Fisher MBAs win and succeed in dream marketing careers through up-close and personal attention from our faculty; innovative core and elective marketing classes; hands-on experience from challenging projects; and extensive exposure to networking and research.
Featured Faculty
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Greg M. Allenby
Marketing Statistics
Professor Greg Allenby is a globally recognized scholar who created a unique approach that combines marketing and the Bayesian model. He shares his extensive experience with our MBA students in his elective, "Product Management Strategy."
Dr. Allenby is invited as keynote speaker by many prestigious platforms to present his innovative research findings. Leading firms such as Procter & Gamble also benefit from Allenby’s marketing expertise through his consulting efforts; likewise, our students, through his outstanding teaching skills.
 Learn More about Greg M. Allenby
PhD
University of Chicago
Teaching
Professor Allenby’s "Product Management Strategy" course ranks high among Fisher MBA students as a way to gain hands-on experience with an industry-sponsored project and case studies involving real-life challenges. Not only are students exposed to advances in product development, pricing, promotion, and target marketing strategy, they also benefit directly from Dr. Allenby’s expertise in quantifying consumer behavior through the use of scanner, survey, and marketplace data. In addition to demonstrating and furthering academic excellence, Allenby also consults with leading corporations, such as General Mills, Procter & Gamble, and Telstra Australia.
Research
Professor Allenby created the unique Bayesian Approach, which is frequently referenced and cited in academic journals. This approach represents a new paradigm that combines the Bayesian statistical model with marketing to study the complexities of human behavior more realistically than with traditional approaches. A Fellow of the American Statistical Association, Dr. Allenby co-authored the book, "Bayesian Statistics and Marketing," currently studied by the most prestigious Ph.D. programs. As associate editor for Marketing Science and Journal of Marketing Research, he has also served as chair of the Statistics in Marketing section for the American Statistical Association. He recently accomplished the rare feat of having three articles published in an issue of Marketing Science.
Read Greg M. Allenby's full biography
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Michael Bills
Innovation
With two decades experience in consulting, integrated multi –channel experience creation, and top-line value creation and innovation, Executive in Residence Michael Bills is an internationally recognized authority on consumer-centricity, its role in positioning and new concept development. He teaches on innovation and brand marketing and directs research on the role of innovation process and methodology in the corporate environment.
Prior to joining Fisher, Bills was the managing partner of the Americas at Fitch where he was responsible for the insights and strategy, brand communication, environmental design, product development, interactive, and implementation practices.
Learn More about Michael Bills
Teaching
Michael Bills teaches two elective courses on the top of innovation. In the "Innovation Field Studies" course students apply innovation theories, processes, and strategies to real business projects with leading companies. In his "Innovation Practice" course, students develop skills, and understanding of, the theory and application of innovation processes and a framework for its commercial application across various types and formats of businesses.
Bills is the spearheading of Fisher’s Innovation Initiative, a multi-faceted program focused on education, training, consulting services and outreach focused on the practice of top-line growth through the utilization of a consumer-centered, collaborative and multi-disciplinary approach to the creation of new products, services, and processes.
Professional Experience
Leveraging his experience directing major innovation initiatives with global brands including Humana Insurance, Procter & Gamble and Johnson & Johnson, Michael consults with a diverse mix of companies in the creation and commercialization of internal innovation practices and teams. In his private practice, Michael also consults with leading retailers, CPG and service brands in the development of market entry strategies, brand positioning, consumer segmentation, and product launches and the facilitation of executive team workshops and strategic planning sessions for the infusion of innovation into day-to-day operations.
Read Michael Bills' full biography
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Rebecca Walker Naylor
Consumer Behavior
Professor Rebecca Walker Naylor teaches the "Consumer Behavior" elective course in which MBAs learn a better understanding of how and why consumers choose, use, and evaluate goods and services. In her research, Professor Naylor is examining how consumers make decisions when they don’t have complete information as well as when they encounter health and environmental friendly products.
Learn More about Rebecca Walker Naylor
PhD
University of Texas at Austin
Teaching
In Professor Naylor’s Consumer Behavior course MBA students apply theories developed in marketing, psychology, and other behavioral sciences to learn to better predict how consumers will respond to different marketing activities.
Research
Naylor's research focuses on the area of consumer behavior, including consumer intuitions, consumer responses to ethical products, food and health decision making, and consumer disposal practices. She is exploring perceptions of taste based on a products’ nutritional content as well as the consumer expectations of the effectiveness of “green” products. Naylor's research on inference making and other topics has appeared in top marketing journals including the Journal of Marketing Research, the Journal of Marketing, and the Journal of Consumer Psychology.
Getting to know Professor Naylor
What books are you reading right now?
I just finished Malcolm Gladwell’s "What the Dog Saw," which is a collection of some of his best articles from The New Yorker. I have enjoyed all of Gladwell’s books (he also wrote "The Tipping Point," "Blink," and "Outliers"). He does a fantastic job of writing about behavioral research across a variety of disciplines in a way that is very accessible and entertaining.
What is your favorite thing to do or place to go in Columbus?
I love trying new restaurants, and Columbus has a lot of really unique places to eat. Two of my favorites are Third and Hollywood for dinner on a Friday night and the North Market for lunch (and shopping) on a Saturday.
What is your favorite travel destination?
I’m a bit of a history buff in my spare time. I enjoy reading about European history in particular, so I love traveling to European destinations. My most recent trip was to Ireland. I actually didn’t know a lot about Irish history before going, so I learned a lot and got to travel through some of the most beautiful countryside I’ve ever seen.
Read Rebecca Walker Naylor's full biography
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Patricia M. West
Consumer Decision Making
Professor Patricia West teaches an exciting elective, "Advertising and Promotion Management," in which MBAs learn through creative briefs and integrated marketing communication plans they create and implement for client companies. Dr. West’s remarkable research has been recognized a number of times by fellowships and numerous awards.
Learn More about Patricia M. West
PhD
University of Chicago
Teaching
Professor West currently teaches one of the courses that is the heart of marketing, Advertising and Promotion Management. In this course, Dr. West teaches Fisher MBAs consumer behavior theories that deal with consumer responses to advertising and sales promotion tactics, as well as the application of these theories.
According to our MBAs, Dr. West's class is an excellent learning experience for everyone with a future career in marketing, whether brand management, corporate marketing, or services marketing.
Research
Professor West's research currently involves consumer learning, judgment, decision making, and "smart agents." Her studies focus on the strategies and tactics used by managers to elicit consumer preference and assist buyers in the decision-making process.
Her articles have been published in well-known journals, including the Journal of Market Research, Marketing Letters and Marketing Science. Dr. West's research has been recognized with a number of academic awards, including University of Chicago fellowships, the Hillel J. Einhorn Memorial Fellowship, and the Robert Ferber Award, presented by the Journal of Consumer Research.
Read Patricia M. West's full biography
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