"A Taste of Goizueta Business School" - Dr. Doug Bowman (Marketing)


Goizueta Business School
Professor of Marketing & Senior Associate Dean for Working Professional MBA Programs | Emory University, Goizueta Business School


Professor Bowman joined Goizueta Business School in Summer 1999. His research focuses on empirically investigating the long-term effects of marketing strategies, the effects of competition on marketing strategy, on understanding how buyer-seller relationships evolve over time, and understanding the conditions which favor standardization versus customization of marketing programs. His research has been published in journals that include the Journal of Marketing Research, Marketing Science, and the International Journal of Research in Marketing, and articles based on his research have appeared in a number of newspapers and business magazines including the Economist, and he has appeared on television such as MS-NBC to discuss topics related to marketing strategies and tactics and consumer trends, to name a few. His research into the evolution of customer preferences in a new market won the 2001 Paul E. Green Award for the paper published in the JMR deemed to have the greatest potential to contribute significantly to the practice of marketing research and research in marketing. He was a finalist for the 2003 best paper award in IJRM.

Professor Bowman''s recent teaching includes courses in product and brand management, in marketing management and strategy, and in global marketing management. He is listed as outstanding faculty in four recent editions of Business Week''s Guide to the Best Business Schools. In 2004, he was awarded the Marc F. Adler Prize for Excellence in Teaching, which honors teaching quality, course innovation and relevance to real-world problem solving in all Goizueta Business School programs over a 3 year period. He was previously on the faculty at the Krannert School of Management, Purdue University where he was selected as the Outstanding Undergraduate Teacher four years in a row, and was runner-up once. In the MBA program, he was runner-up for the Outstanding MBA Teacher Award his last four years there. He has executive education and consulting experience in areas related to marketing research, product and brand management, customer behavior, new product development, and marketing strategy with firms ranging from Coca-Cola to Burson-Marsteller to Earthlink to Eli Lilly to Group BMW to Whirlpool.

Outside of Emory, he enjoys fitness, ice hockey, and coaching little-league soccer teams to an occasional victory.

Areas Of Expertise

  • Marketing Strategy
  • Marketing Models
  • Customer Behavior


  • The Wharton School, University of Pennsylvania: Ph.D., Marketing 1993
  • University of Pennsylvania: M.A., Business Economics 1992
  • Ivey School of Business, University of Western Ontario: Master''s 1987
  • University of Waterloo: B.Eng., Electrical Engineering 1985

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