Elliot N. Maltz

Elliot N. Maltz
Professor of Marketing, Atkinson Graduate School of Management, Willamette University, Salem, USA
Education
Ph.D., Marketing, University of Texas, Austin, Spring (1993).
M.B.A., Graduate School of Management (GSM), University of California, Davis. Degree Spring (1989).
B.A., Political Science, Trinity University, San Antonio, Texas. Spring (1976).

Teaching interests
Marketing management, marketing strategy, new product planning, data mining, and value chain planning.

Dr. Maltz's current research focuses on two issues: (1) How market information can be effectively transmitted from marketing to other functions within a firm (e.g., R&D, Manufacturing) or across firms (e.g., in distribution channels, or across business units) in order to facilitate profitable new product development, value chain effectiveness or other marketing initiatives; (2) How electronic and traditional market information can be combined in order to facilitate new product development or marketing initiatives designed to respond to changes in market conditions. His research has been highlighted in Harvard Business Review, Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Product Innovation Management, Journal of Business Logistics, Long Range Planning and Sloan Management Review.

Publications
Corporate Social Responsiveness: Maximizing SROI, forthcoming book chapter in Business Research Perspectives and Issues, ed. Frank Columbus, Nova Science Publishers.

Applying a Data Mining Model to Predict Admissions Yield: Conducting What-If Scenarios, (with Chris Antons), Book Chapter in New Directions in Institutional Research 2006.

Getting Marketing's Voice Heard, (with Ajay K. Kohli), January-February (1998), Harvard Business Review (editor's note).


Other publications

Decision Support for University Enrollment Management: Implementation and Experience (with Ken Murphy and Mike Hand), Decision Support Systems, Volume 44, Issue 1, November 2007, Pages 106-123


Taking Control of Enrollment Management at Small Private Universities: Creating an Interactive Interface, College and University Journal, v82 n2 2007, pages 15-24.

Demand Collaboration: Effects on Knowledge Creation, Relationships, and Supply Chain Performance (with Ken Kahn and Tom Mentzer), Journal of Business Logistics (2) 2006, 191-226.


The Effects of Flexible Firm Orientations on Market Information Use: Intended and Unintended Consequences, (with Anil Menon and James Wilcox), Journal of Strategic Marketing, April 2006.


Purchase Occasion Influence on The Role of Music in Advertising, (with Mark and Judy Alpert), Journal of Business Research, 2005, 58 (3), 369-76.