Duane W. Myer
- Assistant Teaching Professor
- Marketing and Business Law academic area
The topics of academic research interest are closely related to my teaching interests – strategic marketing, marketing research, segmentation, and understanding consumer behavior – as well as those often referred to as within the marketing-finance interface. These include the economics of pricing, the measurement and analysis of the efficacy of marketing spending, and decision support modeling. The commonality between my research and teaching interests facilitates a seamless integration of my research efforts into the classroom, which I strongly believe enhances a student's learning.
The topics of primary teaching interest are those that foster a clear understanding of the strategic approach to the management of the marketing function within the firm and the firm's pursuit of a sustainable competitive advantage. Specifically this would include opportunity analysis through marketing research, market segmentation and understanding consumer behavior, as well as new product development, customer relationship management, and the use of decision support modeling in the pricing of the product or service and the forecasting of demand. Also of interest is the introduction of the numerous facets of the marketing discipline to students seeking a better understanding of business in general, and relating these to the rewarding opportunities offered by a career in the field of marketing.