Marketing is the process whereby demands for products, services and ideas are anticipated, managed and satisfied. The marketer does this by first analyzing the marketplace behavior of competitors and consumers and then designing product, promotion, pricing and distribution strategies that will be accepted in the marketplace. Economic, social, cultural and even political organizations increasingly recognize the importance of the marketing function in modern management.
Scholars in the field attempt to understand, explain and predict the effectiveness of various marketing strategies and to develop theoretical frameworks with which more efficient and effective strategies can be designed. Questions addressed include: How do consumers process information? What promotional strategies are most persuasive? How do consumers make brand decisions, and how can these decisions, and the processes leading to them be modeled? What effects do advertising and other marketing variables have on sales? How can we analyze and represent competitive markets? What are optimal product management strategies for new technologies? How do social, legal and political trends affect, or possibly reflect, marketing practices?
Behavioral, quantitative and managerial orientations are all reflected in the individual interests of the marketing faculty who, in collaboration with doctoral students, are actively involved in groundbreaking research in all aspects of the discipline. Whether the student chooses to pursue teaching or a business career, the philosophical focus of the program is on research.
To locate faculty with expertise in specific topics see the Faculty Expertise Guide.