Marketing & Sales


Marketing Capabilities

The new rules for marketing and sales seem to change daily, with mobile and social platforms adding layers of complexity to traditional tried-and-true tactics. Branding is big; building customer relationships is even bigger.

Wharton programs prepare your leaders to compete in this complex, highly competitive environment, with solid marketing strategies based on the latest research and best practices. Our approach is steeped in strategic and analytical thinking.

We have the largest, most cited, and most published marketing faculty in the world. These thought leaders are experts in translating their state-of-the-art research into practical tools your leaders will use time and again to make better decisions and achieve their objectives.


When the media looks for experts to talk about current trends, they turn to Wharton. Ours is the largest, most cited, and most published marketing faculty in the world.

Our faculty research focuses on methodologies to better measure buying preferences and anticipate what consumers want. Our experts explore consumer behavior, decision-making theory, modeling and measurement, and marketing strategy.

Numerous corporations have improved performance, launched new products, and refined their pricing and merchandising tactics using the market research tools created by Wharton's Marketing Faculty.

Topic areas include: 

  • Customer Centricity and Innovation
  • Marketing Analytics and Marketing Metrics
  • Global Brand Management
  • Psychometrics

Thought Leadership

Wharton's Marketing professors are adept at translating their state-of-the-art research into practical tools that business managers can use to make better decisions. To create a custom engagement, we may draw on Wharton resources, such as:

Jay H. Baker Retailing Center

The Jay H. Baker Retailing Center, an interdisciplinary industry research center at the Wharton School, was established in 2002 through a generous gift by Jay and Patty Baker. Jay Baker, former president of Kohl's Corporation, is a graduate of the Wharton School, class of 1956. Wharton, the nation’s first business school, has partnered with the leaders of America’s largest industry to establish an unparalleled center for retail research, education, and practice. Visit the Center's website»

Wharton Customer Analytics Initiative (WCAI)

The Wharton Customer Analytics Initiative (WCAI) is the preeminent academic research center that focuses on the development and application of customer analytic methods. Acting as "matchmaker" between academia and industry, WCAI has a broad impact on the practice of data-driven business decision-making, and the dissemination of relevant insights to managers, students, and policy makers. Based in the Wharton School's Marketing Department and designed to capitalize on Wharton's longstanding strength in conducting empirical research, WCAI is an interdisciplinary effort that brings a passionate data-driven perspective unmatched by any other business school. Visit the Initiative's website »

Tools & Solutions

We have worked with a number of world-class companies and organizations to create transformative education experiences. See the sidebar for an example of a tool we have used in custom programs.

Wharton Marketing Symposium for Estée Lauder

Prof. Patricia Williams has worked with The Estée Lauder Companies Inc. to design a marketing symposium for the company’s 100 global and regional marketing leaders across their 30+ brands. Williams’ deep involvement with high-level ELC executives has enabled her not just to deliver current content, but to help the company better define its priorities, and create highly customized content and learning experiences to meet those priorities.

Read Trusted Partners: The Impact of Deep Faculty Engagement.


  • Barbara Kahn, PhD

    Patty and Jay H. Baker Professor, Professor of Marketing; Director, Jay H. Baker Retailing Center, The Wharton School

    Research Interests: Brand loyalty, consumer choice, customer relationship managementSee Faculty Bio

  • Peter Fader, PhD

    Frances and Pei-Yuan Chia Professor, Professor of Marketing; Co-Director, Wharton Customer Analytics Initiative, The Wharton School

    Research Interests: Lifetime value of the customer, sales forecasting for new products, behavioral dataSee Faculty Bio

  • Patti Williams, PhD

    Ira A. Lipman Associate Professor of Marketing, The Wharton School

    Research Interests: Consumer decision-making, emotional and attitudinal ambivalence, the persuasive effects of emotionSee Faculty Bio

  • David Bell, PhD

    Xinmei Zhang and Yongge Dai Professor, Professor of Marketing, The Wharton School

    Research Interests: E-commerce, traditional retail, consumer shopping behavior See Faculty Bio