Prasad Naik, Ph.D., Professor of Management and Chancellor’s Fellow at the University of California, Davis Graduate School of Management, is an authority on the development of new models and methods to improve the practice of marketing and advertising. He offers an expert perspective on systematic approaches for the design and marketing of new products, budgeting for marketing activities, media selection, the development of creative strategies, and the design and evaluation of advertising campaigns.

 

Naik instructs courses on integrated marketing communications and new product development strategies and does consulting in sales and brand management for a wide spectrum of companies. He also teaches marketing in executive education programs for international wine industry professionals. Naik’s research has been published in the Journal of Marketing Research, Marketing Science, and the Journal of Product and Brand Management, among others, and presented at universities and conferences around the globe.

 

Naik holds a Ph.D. in marketing from the University of Florida and was named one of the Top 20 Young Scholars in Marketing by the Marketing Science Institute in 2003.

At Carlson on Metrics, Naik will present "Budgeting and Allocation Across Corporate and Brand Advertising" as a part of the Optimizing Outcomes: What the Metrics Mean and What to do about Them track.