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R. Dale Wilson Michigan State University

R. Dale Wilson is Professor of Marketing at The Eli Broad Graduate School of Management, Michigan State University, East Lansing, Michigan. He received his PhD in marketing from The University of Iowa. He previously served on the faculties at Penn State University and Cornell University; and he was Vice President and Director of Marketing Sciences at BBDO Worldwide, a major New York-based international advertising agency. While at BBDO, Dr. Wilson was responsible for building and implementing advertising and marketing decision models for clients such as Black & Decker, General Electric, Gillette, Lever Brothers, PepsiCo, and Pillsbury. He has published over 80 articles, and his work has appeared in publications such as Journal of Advertising, Journal of Marketing, Marketing Science, Journal of Marketing Research, Journal of International Marketing, and Journal of Current Issues and Research in Advertising among others.

Dr. Wilson’s primary areas of expertise include advertising and marketing management and strategy development as well as marketing research and modeling. Dr. Wilson’s teaching experience in major universities spans a total of 35 years. At Michigan State, he teaches undergraduate, MBA, Executive MBA, and PhD courses in brand strategy, marketing management, marketing communication, and marketing analysis and modeling. His most current teaching assignment consists of “Marketing Analysis” and “Brand Strategy,” two electives in the Broad School MBA Program. His current research interests include the impact of web analytics on online marketing communication and the impact of marketing communication on brand positioning. Along with his co-authors, Dr. Wilson received a Certificate of Recognition from The Institute of Management Sciences (now INFORMS) for his published work focusing on forecasting the impact of advertising on new product sales. He is also an active consultant to industry in advertising and marketing strategy and research/modeling. His biographical sketch is included in Who’s Who in America. In his spare time, Dr. Wilson is an avid fan of football, basketball, and baseball — especially MSU football and basketball.