Faculty Directory

Robert P. Leone

Visiting Professor of Marketing





PhD, Krannert Graduate School of Management, Purdue University, 1978; MBA, University of Texas at Arlington, 1974; BA, University of Texas at Arlington, 1973

Areas of Expertise

Marketing, marketing strategy, marketing research, brand management, new product development

Current Research Topics

  • Determining the lifetime value of consumers, customers, and employees
  • Branding and brand equity
  • Consumer relationship marketing

Professional Activities

Academic positions

  • Visiting Professor of Marketing, Tuck School of Business, 2017–present
  • J. Vaughn and Evelyne H. Wilson Chair and Professor of Marketing, Texas Christian University, 2008–present
  • Berry Chair and Professor of Marketing, The Ohio State University, 1993–2008
  • Joe C. Thompson Centennial Professor of Marketing and Senior Research Fellow at Institute, The University of Texas at Austin, 1988–92
  • Associate Professor of Marketing; Jon Newton Research Fellow at Institute; Zale Corporation Centennial Fellow in Retail Merchandising, The University of Texas at Austin, 1983–88
  • Assistant Professor of Marketing, The University of Texas at Austin, 1978–83

Non Academic positions

Consultant: Sears, Victoria’s Secret, Alliance Data Systems, Kodak and P&G

Editorial positions

  • Area Editor, Journal of Marketing, 2011–present
  • Co-Editor, Journal of Marketing, 2009–11
  • Editorial Review Board: Journal of Marketing, Journal of Advertising
  • Reviewer: Journal of the Academy of Marketing Science, Journal of Forecasting, Journal of Marketing Research, Journal of Retailing, Management Science, Marketing Science


  • Churchill Award for Lifetime Achievement in Marketing Research, American Marketing Association, 2010
  • “Marketer of the Year,” the Columbus Chapter of the American Marketing Association, 1997
  • Deans’ Research and Creativity Award, Texas Christian University, 2013
  • Graduate Teaching Award–elective course, Texas Christian University, 2014
  • Pace Setters Graduate Teacher Award, The Ohio State University, 2006
  • MBA Outstanding Elective Professor Award, The Ohio State University, 2005
  • Received the 2004, 2005, and 2006 James L. Ginter Teaching Award given by the MBA students to the best MBA Marketing elective Professor at The Ohio State University

Selected Publications

  • With D. Aaker, V. Kumar, and G. Day, Marketing Research, 12th edition, John Wiley & Sons, Inc., 2016
  • With V. Kumar and S. Sunder, “Who’s Your Most Valuable Salesperson?”, Harvard Business Review, April 2015
  • With V. Kumar and S. Sunder, “Measuring and Managing a Salesperson’s Future Value to the Firm,” Journal of Marketing Research, October 2014
  • With V. Kumar and A. Peterson, “Defining, Measuring and Managing Business Reference Value,” Journal of Marketing, January 2013
  • With V. Kumar, E. Jones, and R. Venkatesan, “Is Market Orientation a Source Of Sustainable Competitive Advantage or Simply The Cost of Competing?”, Journal of Marketing, January 2011
  • With V. Kumar and A. Peterson, “Driving Profitability by Encouraging Customer Referrals: Who, When and How,” Journal of Marketing, September 2010
  • With V. Kumar and A. Peterson, “How Valuable is Customer Word of Mouth?”, Harvard Business Review, 85(10), October 2007
  • With R. Raggio, “The Theoretical Separation of Brand Equity and Brand Value: Managerial Implications for Strategic Planning,” Journal of Brand Management, 14(5), May 2007
  • With N. Bendapudi, “Psychological Implications of Customer Participation in Co-Production,” Journal of Marketing, 67(1), January 2003
  • With N. Bendapudi, “Managing Business-to-Business Customer Relationships Following Turnover Among A Vendor Firm’s Key Contact Employees,” Journal of Marketing, 66(2), April 2002
  • With N. Bendapudi, “How to Lose Your Star Performer Without Losing Your Customers, Too,” Harvard Business Review, 79(9), November 2001