Don Sexton
Professor of Technology, Operations and Statistics
Undergraduate Faculty Advisor, Entrepreneurship
Columbia University Business School
Areas of Expertise:
Branding, China, Consulting, International Business, StrategyBiography
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
More Information
Courses Taught
Journal articles
Maximizing the Value of a Business: Using the Right Metrics In Business and Economics Journal (2014)
Coauthor(s): Don Sexton
More Information Download paper (PDF)
Organizing for Marketing ROI In Effective Executive (2010)
Coauthor(s): Don Sexton
More Information
Determining Marketing Accountability In Journal of Marketing Trends (2010)
Coauthor(s): Don Sexton, Kamal Sen, Venu Gorti
More Information Download paper (PDF)
Be Precisely Effective, Part II In Strategic Marketing (2010)
Coauthor(s): Don Sexton
More Information
Be Precisely Effective, Part I In Strategic Marketing (2010)
Coauthor(s): Don Sexton
More Information
Competing with Customer Value Added In Effective Executive (2010)
Coauthor(s): Don Sexton
More Information
What’s Your Marketing ROI? In Strategic Marketing (2010)
Coauthor(s): Don Sexton
More Information
Achieving Marketing Nirvana In The Advertiser (an ANA publication) (2009)
Coauthor(s): Don Sexton
More Information Download paper (PDF)
Branding: Get Your Basics Right In Oman Economic Review (2005)
Coauthor(s): Don Sexton
More Information Download paper (PDF)
Building the Brand Scorecard In The Advertiser (2005)
Coauthor(s): Don Sexton
More Information Download paper (PDF)
Building Global Brands In The Advertiser (1997)
Coauthor(s): Don Sexton
More Information Download paper (PDF)
A Cluster Analytic Approach to Market Response Functions In Journal of Marketing Research (1974)
Coauthor(s): Don Sexton
More Information Download paper (PDF)
A Microeconomic Model of the Effects of Advertising In The Journal of Business (1972)
Coauthor(s): Don Sexton
More Information Download paper (PDF)
Books
Value Above Cost: Driving Superior Financial Performance with CVA, the Most Important Metric You’ve Never Used (2009)
Coauthor(s): Don Sexton
More Information
Branding 101: How to Build the Most Valuable Asset of Any Business (2008)
Coauthor(s): Don Sexton
More Information
Marketing 101: How to Use the Most Powerful Ideas in Marketing to Get More Customers and Keep Them (2006)
Coauthor(s): Don Sexton
More Information
Marketing and Management Science (1970)
Coauthor(s): William A. Clark, Don Sexton
More Information
Chapters
Building China’s Global Brands In Brand Management in Emerging Markets: Theories and Practices (2014)
Coauthor(s): Don Sexton
More Information
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
More Information
Web-only articles
Should Your Brand Be Global? In Chazen Web Journal of International Business (2004)
Coauthor(s): Don Sexton
More Information Download paper (PDF)
Working papers
Marketing Cubed: The New Marketing Revolution (2011)
Coauthor(s): Don Sexton, Shailendra Ghorpadeh
More Information
Branding Strategies and Tactics of Chinese and Indian Firms (2010)
Coauthor(s): Don Sexton
More Information
Academic Background
In The Media
Magazine articles
Sustaining China’s Growth: The Role of Branding In The Analyst (2010)
Coauthor(s): Don Sexton
More Information