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Brian Tietje

Brian Tietje

Professor of Marketing

Associate Dean, Undergraduate Students & Programs,
Interim Director of Graduate Programs

E-mail: btietje@calpoly.edu
Phone: (805) 756-1757
Fax: (805) 756-5452
Office: 03-455

Marketing Area Web Site

Course Materials

Education

  • Ph.D., University of Washington Business School, 1999
  • MBA, University of Hawaii, 1994
  • BSBA, Bowling Green State University (Ohio), 1988

Professional Experience

Sales and Marketing Consulting

  • Sales process analysis
  • Lead generation and management
  • Technical sales
  • Brand building
  • Customer research, including both qualitative and quantitative methods

Account manager, sales manager, and sales technology manager for several companies including:

  • Johnson & Johnson Consumer Products, Inc.
  • Lever Brothers, Inc.
  • Culligan, Inc.
  • Northwestern Mutual Life Insurance Co.

Teaching Specialization

  • Marketing Research
  • Marketing Metrics
  • Integrated Marketing Communications
  • Selling and Sales Management
  • Industrial and Technical Sales
  • Marketing Strategy

Current Research Interests

Several ongoing research projects in several topic areas, including:

  • Applying Lean and Six Sigma Principles to Personal Selling (with Cliff Barber, Cal Poly)
  • Developing and testing a measure of brand relationship quality with Susan Fournier and Frederic Brunel (Boston University)
  • Developing and testing learning assessment tools for our revamped marketing curriculum (with marketing area colleagues)

Recent Publications

  • “Towards A Unified Theory of Implicit Consumer Brand Cognitions" with Frederic Brunel. In the book Applying Social Cognition To Consumer-Focused Strategy, Frank Kardes and Paul Herr, eds. (2005, pp. 135-153).
  • “Is the Implicit Association Test a Valid and Valuable Measure of Implicit Consumer Social Cognition?" with Frederic Brunel and Tony Greenwald, (2004), Journal of Consumer Psychology , 14(4), 385-403.
  • “When Do Rewards Have Enhancement Effects? An Availability Valence Approach" (2002), Journal of Consumer Psychology , 12(4), 363-373.
  • “A Distribution Services Approach for Developing Effective Competitive Strategies Against the Big Boxes" with Cliff Barber (2003), Journal of Retailing and Consumer Services, 11, 95-107.
  • “Competency Requirements For Managerial Development In Manufacturing, Assembly, and/or Material Processing Functions" with Cliff Barber (2004), Journal of Management Development , 23(6), 596-607.
  • “Managing the Sales Promotion Mix: Brand Managers’ Response to Sales Promotions" with Lenard Huff and Dana Alden (1999), Journal of Promotion Management, 5(1), 77-89.
  • “Creating a Market Orientation" with John Narver and Stan Slater (1998), Journal of Market-Focused Management, 2(3), 241-255.
  • “Social Marketing and Consumer Sales Promotion: A Test of Emerging Theory on Promotion Effectiveness for "Maintenance Stage’ Consumers" with Dana Alden (1998), Social Marketing Quarterly, 4(4), 83-92. Recipient of the William D. Novelli Award for Innovations in Social Marketing.

Professional Organizations

  • Association for Consumer Research
  • Society for Consumer Psychology
  • American Marketing Association