Faculty & Staff Directory

iconiconiconNameRobert LeoneImageRobert LeoneFirstnameRobertLastnameLeoneOffice Phone(817) 257-5528
Emailr.leone@tcu.edu
Website
VitaeDownload Vita
Position:Professor of MarketingDepartment:Marketing DepartmentOffice:Dan Rogers 375Professorship / Chair:J. Vaughn and Evelyne H. Wilson ChairRole:FacultyEducation
  • Ph.D. Marketing, Purdue University, Department of Marketing, Krannert Graduate School of Management, West Lafayette, Indiana.
  • MBA The University of Texas at Arlington
  • BA Mathematics, The University of Texas at Arlington
Areas of Expertise / Research
  • Evaluating the effects of advertising, price and promotion on market performance
  • Evaluating the effects of retail pricing strategies and promotion on brand, category and store substitution behavior
  • Branding and brand equity
  • Consumer relationship marketing
  • Marketing packaged goods
Work Experience
  • Area Editor, Journal of Marketing, September 1, 2011 - present
  • Co-Editor, Journal of Marketing, September 1, 2009 - 2011
  • Texas Christian University:January 2008 - present, Wilson Chair and Professor of Marketing
  • The Ohio State University:January 1993 - January 2008, Berry Chair and Professor of Marketing
  • The University of Texas at Austin: September 1988 - December 1992, Joe C. Thompson Centennial Professor of Marketing and Senior Research Fellow at Institute
  • The University of Texas at Austin: September 1983 - August 1988, Associate Professor of Marketing, Jon Newton Research Fellow at Institute and Zale Corporation Centennial Fellow in Retail Merchandising
  • The University of Texas at Austin: September 1978 - August 1983, Assistant Professor of Marketing
Courses Taught
  • Marketing Research
  • Marketing Strategy
  • Brand Management
  • New Product Development
Key Publications
  • Books:
  • Marketing Research, 11th e (John Wiley & Sons, Inc), 2013 (with David Aaker, V Kumar and George Day).
  • Articles:
  • "Defining, Measuring and Managing Business Reference Value," Journal of Marketing, forthcoming, with V. Kumar and Andrew Peterson.
  • “Is Market Orientation a Source Of Sustainable Competitive Advantage or Simply The Cost of Competing?”, with V. Kumar, Eli Jones and Rajkumar Venkatesan, Journal of Marketing, January 2011.
  • “Driving Profitability by Encouraging Customer Referrals: Who, When and How,” with V. Kumar and Andrew Petersen, Vol 75, Journal of Marketing, September 2010, 1-17. (lead article)
  • “How Valuable is Customer Word of Mouth?,” with V. Kumar and Andrew Peterson, Vol 85, Number 10, October 2007, Harvard Business Review.
  • "The Theoretical Separation of Brand Equity and Brand Value: Managerial Implications for Strategic Planning," with Randle Raggio, , Journal of Brand Management, Vol 14, Number 5, May 2007, 380-95.
  • "Psychological Implications of Customer Participation in Co-Production," Journal of Marketing, with Neeli Bendapudi, Vol 67, Number 1, January 2003, 14-28.
  • Managing Business-to-Business Customer Relationships Following Turnover Among A Vendor Firm's Key Contact Employees," Journal of Marketing,. with Neeli Bendapudi, Vol 66, Number 2, April 2002, 83-101.
  • "How to Lose Your Star Performer Without Losing Your Customers, Too," Harvard Business Review, with Neeli Bendapudi, Vol 79, Number 9, November 2001, 104-112.
Awards / Recognition
  • RECOGNITION- PROFESSIONAL
  • 2010 Churchill Award for Lifetime Achievement in Marketing Research presented by the American Marketing Association.
  • "Marketer of the Year", presented by the Columbus Chapter of the American Marketing Association, 1997.
  • Southwestern Marketing Association established the "Robert P. Leone Best Student Paper Award" to be given to the best student paper accepted at the SWMA Annual Conference. The award is in recognition of his efforts in establishing and coordinating the SWMA Doctoral Colloquium, March 1993.
  • RECOGNITION- ACADEMIC
  • The Ohio State University:
  • Received the 2006 Pace Setters Graduate Teacher Award.
  • Received the 2005 MBA Outstanding Elective Professor Award which is awarded based on a vote of the MBA graduating class.
  • Received the 2004, 2005 and 2006 James L. Ginter Teaching Award given by the MBA students to the best MBA Marketing elective Professor.
  • Received the 2001 Alfred J. Wright Outstanding Faculty Advisor Award.
  • Inaugural recipient of the University Career Services Award - 1997.
  • Received the 1996 Pace Setters Graduate Teacher Award.
  • Received the 1996 Pace Setters Distinguished Service Award.
  • Received the 1995 MBA Outstanding Elective Professor Award which is awarded based on a vote of the MBA graduating class.
International Experience
  • Taught courses in China, Germany, India and Mexico.
Consulting
  • Consulted for a number of firms including Sears, Victoria's Secret, Alliance Data Systems, Kodak and P&G.