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Indiana University Bloomington

Institute of Business Analytics

M. Kim Saxton

Contact Information

(317) 274-0167
mksaxton [at] iupui [dot] edu (E-mail)
Indianapolis, Room BS 4041

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  • Clinical Associate Professor of Marketing


  • Indianapolis


  • PhD, Indiana University, 1996
  • MBA, Indiana University, 1996
  • BS, MIT Sloan School of Business, 1984

Professional Experience

  • 2003 to 2004 XANODYNE PHARMACEUTICALS, Florence, KY - Executive Director, Marketing
  • 1998-2003 ELI LILLY & COMPANY, Indianapolis, IN - Manager, Global Market Research Endocrine
  • Consultant, US affiliate Market Research
  • 1991 to 1997 THE BARNEGAT GROUP, Madison, WI - Partner

Professional Interests

Data-Driven Marketing, Customer Segmentation and Advertising Strategies to Segments, Branding and Corporate Reputation, Content Marketing, Digital Marketing, Marketing Automation, Database Marketing, Competitive Intelligence Systems, Marketing Strategy, Marketing for New Ventures

Selected Publications

  • Saxton, Todd, Curtis Wesley, and M. Kim Saxton (2016), “Uncertainty and Social Exchange Theory: Venture Advocate Behaviors and the Emerging Enterprise,” accepted by Strategic Entrepreneurship Journal, forthcoming.

  • Saxton, M. Kim (2015), "Adding Badging to a Marketing Simulation to Increase Motivation to Learn," Marketing Education Review, 1 (Spring): 53-57.

  • Alpert, Frank and M. Kim Saxton (2015), “Differently Positioned Marketing Communications: Should Marketers Leverage Different Messages for Different Target Segments for the Same Product?” accepted by Journal of Advertising Research, forthcoming.

  • Saxton, M. Kim (2011), “Rx for Brand Consistency: Should Pharmaceutical Marketers Send Different Messages to Physician and Consumer Audiences?,” Journal of Advertising Research, Vol. 51, No. 2, pp. 380-393.

  • DeSarbo, Wayne, Duncan Fong, John Liechty, and M. Kim Saxton (2004), “A Hierarchical Bayesian Procedure for Two-Mode Cluster Analysis,” Psychometrika, Vol. 69, No. 4, December, pp. 547-572.

  • DeSarbo, Wayne, Alexandru Degeratu, Michael Ahearne and M. Kim Saxton (2002), “Disaggregate Market Share Response Models,” International Journal of Research in Marketing, Vol. 19, No. 3, p. 253.

  • DeSarbo, Wayne, Alexandru Degeratu, Michel Wedel, and M. Kim Saxton (2001), “The Spatial Representation of Market Information,” Marketing Science, Vol. 20, No. 4, Fall, pp. 426-441.

  • Ahearne, Mike, Tom Gruen, and M. Kim Saxton (2000), "When the Product is Complex, Does the Advertisement's Conclusion Matter?," Journal of Business Research, Vol. 48, No. 1, pp. 55-62.