William Baker

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Before entering academia, worked as the Vice-President of Marketing at Ericson Marketing Communications in charge of business consulting and research. My primary goals now are to conduct and publish research that will help business practitioners to bridge findings from academic research into the realm of real world decision-making. Specialties: The effects of advertising on memory and choice The effects of market oriented and entrepreneurial culture on innovation and performance

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William Baker

Brand positioning the key to successful branding

Outside in versus inside-out marketing strategy

An introduction to market segmentation and targeting

A Brief Primer in Growth Strategy

Brand Equity: Building the brand from the ground up

Getting Your Marketing Mind Right

An introduction to situation analysis in strategic marketing