M. Kim Saxton
Assistant Professor of Marketing
Business, Kelley School of
Improving Marketing Manager Decision Making
Research related to helping managers leverage information to make better decisions about marketing strategy. Themes include developing new techniques to summarize and simplify market resesarch information to better understand competitive and customer dynamics, understanding how to execute brand strategies in advertising to maximize the effectiveness of advertising (i.e. pharmaceutical industry - investigating what degree of coordination between Direct-to-Consumer (DTC) and Direct-to-Physician (DTP) advertising and branding works best, under what circumstances, and understanding how various marketing programs and activities help build and maintain corporate reputation.