The Department of Marketing & Supply Chain will develop students to understand customer buying behaviors, market research and analysis, product development, supply chain management, and pricing & promotions. The faculty have earned international reputations for knowledge creation in all areas of the customer value creation process, including buyer behavior, interorganizational relationships, marketing research, services and retail management and corporate social responsibility.
Jordan Moffett, Assistant Professor of Marketing at the Gatton College of Business and Economics, has co-authored new research published in the Journal of Marketing titled “Customer Data Privacy Stewardship.” The study urges companies to stop treating data privacy as a mere compliance obligation and start viewing it as a strategic advantage.
David Hardesty, Ph.D,Gatton Endowed Chair and University Research Professor, has been selected to receive the prestigious Lifetime Achievement Award from the American Marketing Association's Retail and Pricing Special Interest Group.
Ever feel like research is missing the big picture? A lot of experimental studies only scratch the surface, tackling a few variables at a time because of limited resources. Enter the Taguchi approach—a smart, efficient way to dig deeper and test many factors at once. Gatton faculty members Jordan Moffett and Dan Sheehan recently had their paper, "The Taguchi approach to large-scale experimental designs: A powerful and efficient tool for advancing marketing theory and practice" published in the Journal of the Academy of Marketing Science.
Michael Jenkins won runner-up in the Bill Bearden Award Competition from the Southeast Marketing Symposium for his paper, "The Small GAIM: How Generative-AI Marketing Impacts the Social Embeddedness of Small Brands." He recently presented his paper at the annual CB CLIK Conference held at the University of Louisville.
