Faculty Profile

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Resume/CV

317-274-0167

mksaxton@iupui.edu

BS 4132
801 W Michigan St
Indianapolis, IN
46202

M. Kim Saxton

Clinical Professor of Marketing
Faculty Coordinator, Graduate Certificate in Medical Management
IUPUI Bantz Community Scholar
Associate Editor, Journal of Advertising Research
Co-Author, The Titanic Effect: Successfully Navigating the Uncertainties that Sink Most Startups

Department: Kelley School of Business Indianapolis

Campus: Indianapolis

Areas of Expertise

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

Academic Degrees

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

Selected Publications

Saxton, T., Wesley, C., and Saxton, M. K. (2016). Uncertainty and Social Exchange Theory: Venture Advocate Behaviors and the Emerging Enterprise. Strategic Entrepreneurship Journal, 10(1), 107-125.
Saxton, M. K. (2015). Adding Badging to a Marketing Simulation to Increase Motivation to Learn. Marketing Education Review, 1(Spring), 53-57.
Alpert, F., and Saxton, M. K. (2015). Can Multiple New-Product Messages Attract Different Consumer Segments? Gaming Advertisements' Interaction with Targets Affects Brand Attitudes and Purchase Intentions. Journal of Advertising Research, 55(3), 307-321.
Romito, L., and Saxton, M. K. (2014). Impact of Promotions on Awareness, Trial and Likelihood of Trial of New Dissolvable Tobacco. American Journal of Health Promotion, 28(4), 251-258.
Saxton, M. K. (2011). Rx for Brand Consistency: Should Pharmaceutical Marketers Send Different Messages to Physician and Consumer Audiences? Journal of Advertising Research, 51(2), 380-393.
Romito, L., Saxton, M. K., Coan, L. L., and Christen, A. G. (2011). Retail Promotions and Perceptions of R.J. Reynold's Novel Dissolvable Tobacco in a U.S. Test Market. Harm Reduction Journal, 8(10).
Saxton, M. K., and Saxton, T. (2010). Venture Launch and Growth as a Status-Building Process. In Jone L.Pearce (Ed.), Status in Management and Organizations (191-211). Cambridge, UK: Cambridge University Press.
Saxton, M. K., Saxton, T., Steen, J., and Verreynne, M. L. (2010). Failure To Launch: Resource Logic for Early Venture Failure. Prometheus, Critical Studies in Innovation, 28(1), 15-27.
DeSarbo, W., Fong, D., Liechty, J., and Saxton, M. K. (2004). A Hierarchical Bayesian Procedure for Two-Mode Cluster Analysis. Psychometrika, 69(4), 547-572.
DeSarbo, W., Degeratu, A., Ahearne, M., and Saxton, M. K. (2002). Disaggregate Market Share Response Models. International Journal of Research in Marketing, 19(3), 253-266.
DeSarbo, W., Degeratu, A., Wedel, M., and Saxton, M. K. (2001). The Spatial Representation of Market Information. Marketing Science, 20(4), 426-441.
Fradd, S., Lee, O., Sutman, F., and Saxton, M. K. (2000). When the Product is Complex, Does the Advertisement’s Conclusion Matter? Journal of Business Research, 48(1), 55-62.

Edited on April 5, 2021