Don Sexton
- Professor Emeritus of Business
- Marketing Division
- Professor Emeritus of Business
- Decision, Risk, and Operations Division
- Areas of Expertise
- Brand and Product Management, Decision Making & Negotiations, Globalization, Marketing, Strategy
- Contact
- Office: 316 Uris
- Phone: (212) 8543477
- E-mail: des5@columbia.edu
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.
- Education
-
BA, Wesleyan, 1963; MBA, University of Chicago, 1965; PhD, 1970
- Joined CBS
- 1966
All Activities
Journal Article
Sexton, Don. “Maximizing the Value of a Business: Using the Right Metrics.”
Business and Economics Journal
vol. 5,
(January 01, 2014): 1000e102.
Journal Article
Sexton, Don. “Organizing for Marketing ROI.”
Effective Executive
vol. 13,
(December 01, 2010): 60-64.
Journal Article
Sexton, Don, Kamal Sen, and Venu Gorti. “Determining Marketing Accountability.”
Journal of Marketing Trends
vol. 1,
(October 01, 2010): 39-45.
Journal Article
Sexton, Don. “Be Precisely Effective, Part II.”
Strategic Marketing
vol. 1,
(September 15, 2010): 30-33.
Journal Article
Sexton, Don. “Be Precisely Effective, Part I.”
Strategic Marketing
vol. 1,
(July 15, 2010): 30-32.
Journal Article
Sexton, Don. “Competing with Customer Value Added.”
Effective Executive
vol. 13,
(February 01, 2010): 44-47.
Journal Article
Sexton, Don. “What's Your Marketing ROI?”
Strategic Marketing
vol. 1,
(January 10, 2010): 26-28.
Journal Article
Sexton, Don. “Achieving Marketing Nirvana.”
The Advertiser (an ANA publication)
vol. N/A,
(July 15, 2009): 18.
Journal Article
Sexton, Don. “Branding: Get Your Basics Right.”
Oman Economic Review
vol. N/A,
(August 01, 2005): 38-39.
Journal Article
Sexton, Don. “Building the Brand Scorecard.”
The Advertiser
vol. N/A,
(February 01, 2005): 54-58.
Journal Article
Sexton, Don. “Building Global Brands.”
The Advertiser
vol. N/A,
(June 01, 1997): 40-43.
Journal Article
Sexton, Don. “A Cluster Analytic Approach to Market Response Functions.”
Journal of Marketing Research
vol. 11,
(February 01, 1974): 109-14.
Journal Article
Sexton, Don. “A Microeconomic Model of the Effects of Advertising.”
<a href="http://www.jstor.org/page/journal/jbusiness/about.html">The Journal of Business</a>
vol. 45,
(January 01, 1972): 29-41.
Working Paper
Sexton, Don and Shailendra Ghorpadeh.
Marketing Cubed: The New Marketing Revolution. January 31, 2011.
Working Paper
Sexton, Don.
Branding Strategies and Tactics of Chinese and Indian Firms. September 24, 2010.
Newspaper/Magazine Article
Sexton, Don.
“Sustaining China's Growth: The Role of Branding.”
The Analyst.
May 01, 2010.
Newspaper/Magazine Article
Sexton, Don.
“Should Your Brand Be Global?”
Chazen Web Journal of International Business.
January 01, 2004.
Book
Sexton, Don.
Value Above Cost: Driving Superior Financial Performance with CVA, the Most Important Metric You've Never Used. Upper Saddle River, NJ:
Wharton School Publishing/Pearson Education,
2009.
Book
Sexton, Don.
Branding 101: How to Build the Most Valuable Asset of Any Business. Hoboken N.J.:
Wiley,
2008.
Book
Sexton, Don.
Marketing 101: How to Use the Most Powerful Ideas in Marketing to Get More Customers and Keep Them. Hoboken N.J.:
Wiley,
2006.
Book
Clark, William A. and Don Sexton.
Marketing and Management Science. Homewood IL:
Irwin,
1970.
Chapter
Sexton, Don.
“Building China's Global Brands.”
In Brand Management in Emerging Markets: Theories and Practices,
edited by Chong Lu Wang,
China:
2014.
Chapter
Sexton, Don, Kamal Sen, and Venu Gorti.
“Determining Marketing Accountability: Applying Economics and Finance to Marketing.”
In Proceedings of 9th International Marketing Trends Conference,
edited by Jean-Claude Andreani,
Paris:
International Marketing Trends Conference,
2009.
This faculty member has no associated courses currently. Please check back next semester.
- Case ID
- 102001
Hyundai (A, B, C, and D)
After a Korean automaker experiences a US sales decline amid a reputation for poor quality, how can it overcome its early missteps?