Dr. Keller – Professor of Marketing

Marketing typically refers to the areas of Consumer Behavior and Marketing Strategy. Consumer behavior is concerned with what makes consumers behave they way they do and what exactly motivates them to purchase a specific product. Consumer behavior is firmly rooted in the study of anthropology. Marketing strategy typically draws from market research and develops a marketing mix that maximizes the profit of the firm. A good market strategy creates an environmental scan and uses various models and frameworks to identify the drivers behind the company’s products: technological, economic, cultural, political and legal aspects.