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Macmillan Learning

Robert W. Palmatier

Professor of Marketing and John C. Narver Chair of Business Administration at the Foster School, University of Washington

Robert Palmatier is Professor of Marketing and John C. Narver Chair of Business Administration at the Foster School at the University of Washington. He founded and serves as the research director of the Center of Sales and Marketing Strategy at the University of Washington. He earned his bachelor’s and master’s degrees in electrical engineering from Georgia Institute of Technology, as well as an MBA from Georgia State University and a doctoral degree from the University of Missouri, followed by post-doctoral research at Northwestern University’s Kellogg School of Management. Prior to entering academia, Professor Palmatier held various industry positions, including president and COO of C&K Components (global electronics company) and European general manager and sales and marketing manager at Tyco-Raychem Corporation. He also served as a US Navy lieutenant on board nuclear submarines.

Robert’s research interests focus on marketing strategy, relationship marketing, customer loyalty, marketing channels, and sales management. His research has appeared in Harvard Business Review, Journal of Marketing, Journal of Academy of Marketing Science, Journal of Marketing Research, Marketing Science, Journal of Retailing, Journal of Consumer Psychology, Marketing Letters, and International Journal of Research in Marketing. He has also published the leading textbook Marketing Channel Strategy; a monograph entitled Relationship Marketing; and chapters in various texts, including Marketing Channel Relationships, Relationship Marketing, Anti-Relationship Marketing: Understanding Relationship Destroying Behaviors, and Understanding the Relational Ecosystem in a Connected World. His research has been featured in the New York Times Magazine, LA Times, Electrical Wholesaling, Agency Sales, and The Representor, as well as on NPR and MSNBC.

Robert is the Editor-in-Chief of the Journal of Academy of Marketing Science, which recently ranked second among all marketing journals in its five-year impact factor. He serves as an area editor for Journal of Marketing; and also sits on the editorial review boards for Journal of Retailing and Journal of Business-to-Business Marketing. His publications have received multiple awards, including the Harold H. Maynard, Sheth Journal of Marketing, Robert D. Buzzell, Lou W. Stern, MSI Young Scholar, Varadarajan Award for Early Contribution to Marketing Strategy Research, and the American Marketing Association Best Services Article awards. He also has won multiple awards as a teacher of advanced marketing strategy in the doctoral, EMBA, and MBA programs at the University of Washington.

Among the numerous industry and governmental committees on which Robert has served, he chaired proposal selection committees for the National Research Council (NRC), National Academy of Sciences (NAS), and the Wright Centers of Innovation, which awarded grants of $20 million for the development of a new Wright Center of Innovation based on joint academic–industry proposals. He has served on NASA’s Computing, Information, and Communications Advisory Group, with the AMES Research Center. This advisory group assesses the current state of technology development within academia, governmental agencies, and industry related to NASA’s information technology activities and space exploration requirements; recommends future investment areas; and outlines a sustainable process to ensure optimal investment strategies and technology portfolios for NASA’s Space Exploration Enterprise. He also consults and serves as an expert witness for companies including Alston Bird, Paul Hastings, Microsoft, Telstra, Starbucks, Emerson, Fifth Third Bank, Wells Fargo, Genie, Cincom, World Vision, and Belkin.