Patty and Jay H. Baker Professor; Professor of Marketing, The Wharton School
Brand loyalty, consumer choice, customer-relationship management
Barbara Kahn is an internationally recognized scholar on variety seeking, brand loyalty, retail assortment issues, and patient decision-making whose research provides marketing managers with a better understanding of the consumer choice process. She has published more than 60 articles in leading academic journals. Between 1982 and 2006, she was the world’s seventh most published author of articles in the most prestigious marketing journals. She co-authored The Grocery Revolution: The New Focus on the Consumer, a book that chronicled the dramatically changing supermarket industry and outlined how consumers make choices within the supermarket. She is also the author of Global Brand Power: Leveraging Branding for Long-Term Growth.
Professor Kahn is the former dean of the University of Miami School of Business Administration and a past director of the Wharton School’s Jay H. Baker Retailing Center. She received her PhD, MBA and MPhil degrees from Columbia University.
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In Global Brand Power, Kahn brings brand management into the 21st century, addressing how branding contributes to the purchase process and how to position a strong global brand, from identifying the appropriate competitive set, offering a sustainable differential advantage, and targeting the right strategic segment.
Transitioning from functional, unit, or regional management to general management requires new knowledge in areas such as finance, marketing, leadership, and strategy. This program prepares you for the complexities of organizational dynamics, cross-border communication, and global leadership.
Resolve the key challenges companies face when trying to grow rapidly as they transition from tactical, short-term thinking to a long-term focused vision. Learn how to move beyond the startup phase to create a large enterprise of tremendous value.
Learn how leading marketers segment and target customers, analyze consumer decisions, develop unique brands, utilize distribution channels, and make effective marketing communication decisions.