Don Sexton

Harold Price Professor of Entrepreneurship

Professor of Technology, Operations and Statistics

Undergraduate Faculty Advisor, Entrepreneurship

Columbia University Business School

Areas of Expertise:

Branding, China, Consulting, International Business, Strategy
Biography

Professor Sexton’s research concerns successful global product and brand strategies and is based on both empirical work and his considerable experience with companies throughout the world. A recipient of the School’s Distinguished Teaching Award, Sexton has taught a wide variety of courses in the fields of marketing, international business and management science.

Research Interests

Summer 2017
Marketing Plans Workshop (EMBA)

Fall 2016
Managerial Statistics (EMBA)

Summer 2016
Marketing Plans Workshop (EMBA)

Spring 2016
Managerial Statistics (EMBA)

Fall 2015
Managerial Statistics (EMBA)

Summer 2015
Marketing Plans Workshop (EMBA)

Spring 2015
Managerial Statistics (EMBA)

Columbia Caseworks cases

Hyundai (A, B, C, and D) (2010)

Coauthor(s): Don Sexton
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Courses Taught
Journal articles

Maximizing the Value of a Business: Using the Right Metrics In Business and Economics Journal (2014)
Coauthor(s): Don Sexton
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Organizing for Marketing ROI In Effective Executive (2010)
Coauthor(s): Don Sexton
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Determining Marketing Accountability In Journal of Marketing Trends (2010)
Coauthor(s): Don Sexton, Kamal Sen, Venu Gorti
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Be Precisely Effective, Part II In Strategic Marketing (2010)
Coauthor(s): Don Sexton
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Be Precisely Effective, Part I In Strategic Marketing (2010)
Coauthor(s): Don Sexton
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Competing with Customer Value Added In Effective Executive (2010)
Coauthor(s): Don Sexton
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What’s Your Marketing ROI? In Strategic Marketing (2010)
Coauthor(s): Don Sexton
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Achieving Marketing Nirvana In The Advertiser (an ANA publication) (2009)
Coauthor(s): Don Sexton
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Branding: Get Your Basics Right In Oman Economic Review (2005)
Coauthor(s): Don Sexton
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Building the Brand Scorecard In The Advertiser (2005)
Coauthor(s): Don Sexton
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Building Global Brands In The Advertiser (1997)
Coauthor(s): Don Sexton
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A Cluster Analytic Approach to Market Response Functions In Journal of Marketing Research (1974)
Coauthor(s): Don Sexton
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A Microeconomic Model of the Effects of Advertising In The Journal of Business (1972)
Coauthor(s): Don Sexton
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Books

Value Above Cost: Driving Superior Financial Performance with CVA, the Most Important Metric You’ve Never Used (2009)
Coauthor(s): Don Sexton
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Branding 101: How to Build the Most Valuable Asset of Any Business (2008)
Coauthor(s): Don Sexton
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Marketing 101: How to Use the Most Powerful Ideas in Marketing to Get More Customers and Keep Them (2006)
Coauthor(s): Don Sexton
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Marketing and Management Science (1970)
Coauthor(s): William A. Clark, Don Sexton
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Chapters

Building China’s Global Brands In Brand Management in Emerging Markets: Theories and Practices (2014)
Coauthor(s): Don Sexton
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Determining Marketing Accountability: Applying Economics and Finance to Marketing In Proceedings of 9th International Marketing Trends Conference (2009)
Coauthor(s): Don Sexton, Kamal Sen, Venu Gorti
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Web-only articles

Should Your Brand Be Global? In Chazen Web Journal of International Business (2004)
Coauthor(s): Don Sexton
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Working papers

Marketing Cubed: The New Marketing Revolution (2011)
Coauthor(s): Don Sexton, Shailendra Ghorpadeh
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Branding Strategies and Tactics of Chinese and Indian Firms (2010)
Coauthor(s): Don Sexton
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Academic Background
In The Media

Magazine articles
Sustaining China’s Growth: The Role of Branding In The Analyst (2010)
Coauthor(s): Don Sexton
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