Don Sexton
- Professor Emeritus of Business
- Marketing Division
- Professor Emeritus of Business
- Decision, Risk, and Operations Division
- Areas of Expertise
- Brand and Product Management, Decision Making & Negotiations, Globalization, Marketing, Strategy
- Contact
- Office: 316 Uris
- Phone: (212) 8543477
- E-mail: [email protected]
Professor Sexton’s research concerns successful global product and brand strategies and is based on both empirical work and his considerable experience with companies throughout the world. A recipient of the School’s Distinguished Teaching Award, Sexton has taught a wide variety of courses in the fields of marketing, international business and management science.
- Education
-
BA, Wesleyan, 1963; MBA, University of Chicago, 1965; PhD, 1970
- Joined CBS
- 1966
All Activities
Journal Article
.
“Maximizing the Value of a Business: Using the Right Metrics.”
Business and Economics Journal
vol.
5
,
(January 01, 2014):
1000e102
.
Journal Article
.
“Organizing for Marketing ROI.”
Effective Executive
vol.
13
,
(December 01, 2010):
60
-64
.
Journal Article
.
“Determining Marketing Accountability.”
Journal of Marketing Trends
vol.
1
,
(October 01, 2010):
39
-45
.
Journal Article
.
“Be Precisely Effective, Part II.”
Strategic Marketing
vol.
1
,
(September 15, 2010):
30
-33
.
Journal Article
Journal Article
.
“Competing with Customer Value Added.”
Effective Executive
vol.
13
,
(February 01, 2010):
44
-47
.
Journal Article
Journal Article
.
“Achieving Marketing Nirvana.”
The Advertiser (an ANA publication)
vol.
N/A
,
(July 15, 2009):
18
.
Journal Article
.
“Branding: Get Your Basics Right.”
Oman Economic Review
vol.
N/A
,
(August 01, 2005):
38
-39
.
Journal Article
Journal Article
Journal Article
.
“A Cluster Analytic Approach to Market Response Functions.”
Journal of Marketing Research
vol.
11
,
(February 01, 1974):
109
-14
.
Journal Article
.
“A Microeconomic Model of the Effects of Advertising.”
<a href="http://www.jstor.org/page/journal/jbusiness/about.html">The Journal of Business</a>
vol.
45
,
(January 01, 1972):
29
-41
.
Working Paper
Sexton, Don and Shailendra Ghorpadeh
.
Marketing Cubed: The New Marketing Revolution. January 31, 2011.
Working Paper
.
Branding Strategies and Tactics of Chinese and Indian Firms. September 24, 2010.
Newspaper/Magazine Article
.
“Sustaining China's Growth: The Role of Branding.”
The Analyst
.
May 01, 2010.
Newspaper/Magazine Article
.
“Should Your Brand Be Global?”
Chazen Web Journal of International Business
.
January 01, 2004.
Book
.
Value Above Cost: Driving Superior Financial Performance with CVA, the Most Important Metric You've Never Used.
Upper Saddle River, NJ
:
Wharton School Publishing/Pearson Education
,
2009.
Book
.
Branding 101: How to Build the Most Valuable Asset of Any Business.
Hoboken N.J.
:
Wiley
,
2008.
Book
.
Marketing 101: How to Use the Most Powerful Ideas in Marketing to Get More Customers and Keep Them.
Hoboken N.J.
:
Wiley
,
2006.
Book
Chapter
.
“Building China's Global Brands.”
In
Brand Management in Emerging Markets: Theories and Practices
,
edited by Chong Lu Wang
,
China
:
2014.
Chapter
.
“Determining Marketing Accountability: Applying Economics and Finance to Marketing.”
In
Proceedings of 9th International Marketing Trends Conference
,
edited by Jean-Claude Andreani
,
Paris
:
International Marketing Trends Conference
,
2009.
This faculty member has no associated courses currently. Please check back next semester.
- Case ID
- 102001
Hyundai (A, B, C, and D)
After a Korean automaker experiences a US sales decline amid a reputation for poor quality, how can it overcome its early missteps?