Ronald C. Goodstein
Ph.D. marketing, Fuqua School of Business, Duke University
Summary of Experience
Professor Goodstein's executive teaching and consulting are in the areas of customer focus, building and managing brand equity, strategic marketing management and positioning, integrated marketing communications, and consumer behavior. His work has been taught to some of the world's leading companies, including Prudential, Microsoft, Dow, CR Bard, Amoco, Shell Oil, HSBC, Credit Suisse, Lexis/Nexis, M&M Mars, Kimberly-Clark, Siemens AG, and many other Fortune 500 firms. Professor Goodstein has served as an expert witness in a number of trademark infringement, false advertising, and patent infringement matters. His experience includes testimony before the US Federal Trade Commission related to consumers' likelihood of confusion in response to online search advertising In the Matter of 1-800 Contacts, Inc., and congressional expert testimony before the House Committee on Veterans' Affairs (Oversight and Investigations Subcommittee) regarding media outreach to veterans. Professor Goodstein has consulted on social media strategy with firms such as Dell, Microsoft, Fleishman/Hillard, Baker MacKenzie, CR Bard, and IBM. He has written articles about the strengths and drawbacks of social marketing (e.g., Trademark Reporter, 2015) and his research on consumer behavior, building and managing brand equity, strategic marketing management and positioning, and integrated marketing communications has been published in prestigious journals, such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Public Policy & Marketing, and Pricing Strategy and Practice. Professor Goodstein serves on the editorial boards of the Journal of Consumer Psychology, the Journal of Retailing, Marketing Letters, and the Decision Sciences Journal. He is also on the board of advisors for the Institute for Brand Management. Professor Goodstein was previously awarded the American Marketing Association of Washington, DC's prestigious “Hall of Fame” award for his marketing teaching and practice in the metropolitan area.