David B. Whitlark

JC Penney Professor of Marketing
Business Management, Department of

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Office: 630 TNRB
Phone: (801) 422-4994
Email: dbwbyu@gmail.com
Expertise:
  • Entrepreneurship
  • Marketing research
  • Marketing strategy
Research:
  • Entrepreneurial Marketing
  • Emotional Laddering
  • Product Development
Education:
  • PHD, MARKETING, UNIV OF VIRGINIA, 1989
  • MBA, MARKETING, CORNELL UNIVERSITY, 1985
  • BA, ASIAN HISTORY & CHINESE LANGUAGE, UNIV OF UTAH, 1978
Group Affiliations:
  • Marketing - Primary
Selected Publications:
  • "Spirituality and Organizational Culture: Cultivating the ABCs of an Inspiring Workplace," International Journal of Public Administration Volume 31, Pages 420-438, Taylor & Francis Group, LLC, April, 2008    V I E W   A B S T R A C T
  • "Pick and Choose: Pick data holds promise for measuring brand performance," Marketing Research Volume 16, Issue 4, Pages 8-14, American Marketing Association, Chicago, Il, October, 2004    V I E W   A B S T R A C T
  • "Driving Your Market: Values research helps create a market-driving strategy," Marketing Research Volume 15, Issue 4, Pages 33-38, October, 2003    V I E W   A B S T R A C T
  • "How To Make Accurate Market Share Forecasts with Structural Response Models," Edition Advances in Business and Management Forecasting, Volume 3, Elsevier Science, Kidlington, Oxford, UK, Lawrence, Geurts, and Guerard, July, 2002    V I E W   A B S T R A C T
  • "Effectively Translating In-Depth Consumer Understanding Into Communications Strategy and Advertising Practice," Lawrence Erlbaum Associates, Mahwah, New Jersey, Jerry C. Olson, Thomas J. Reynolds, January, 2001    V I E W   A B S T R A C T
  • "Using Correspondence Analysis to Map Relationships: Its Time To Think Strategically About Positioning And Image Data," Marketing Research Issue Fall, Pages 22-27, October, 2001    V I E W   A B S T R A C T
  • "Men and Women Online: What Makes Them Click?," Marketing Research Issue Summer, Pages 20-25, July, 2001    V I E W   A B S T R A C T
  • "Building a Brand that Connects," Healthcare Business Volume 3, Pages 84-86, 2000    
  • "Six Ways to Make Sales Forecasts More Accurate," Journal of Business Forecasting Issue Winter, Pages 29-32, January, 1999    
  • "Phone Surveys: How Well Do Respondents Represent Average Americans?," Marketing Research Volume 10, Issue 3, Pages 13-17, October, 1998    
  • "Selection of Terms for Buyer Intention Surveys," Journal of Targeting, Measurement & Analysis for Marketing Volume 4, Issue 4, Pages 297-304, January, 1996    
  • "Applying Laddering Data to Communications Strategy and Advertising Practice," Journal of Advertising Research 1995    
  • "Using Inducement Questions to Increase Completion Rates in Phone Surveys," Marketing Research 1994    
Experience:
   Teaching
  • Professor, Brigham Young University, 2005
  • Associate Professor, Brigham Young University, 1998-2005
  • Adjunct Professor, University of Texas-Dallas, 1994-1995
  • Assistant Professor, Brigham Young University, 1989-1998
   Professional
  • E.I. du Pont de Nemours and Company
  • Wirthlin Worldwide
Awards:
  • 2004 MBA Faculty Teacher of the Year , Marriott School , 2004
  • 2003 Outstanding Teacher Award , Business Management , 2003
  • MBA Marketing Faculty of Excellence , MBA Association , 2001
  • MBA Marketing Faculty of Excellence , MBA Association , 2000
  • Teacher of the Year , Marriott School , 1999
  • Ogilvy Gold Medallion , Advertising Research Foundation , 1997
  • Doctoral Fellow , E.I. du Pont de Nemours and Company , 1987
  • Academic Merit Scholarship , University of Virginia , 1985
  • Academic Merit Scholarship , Cornell University , 1983
  • Meritorious Service Medal , United States Air Force , 1983
Languages:
  • Mandarin
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