Roger started his career at GE after completing a degree in Electrical Engineering. While at GE he worked as an engineer and product management and also completed an MBA. He then went on to obtain a PhD in Marketing and work in teaching and executive education.

He is an Emeritus Professor of Marketing at the University of Oregon with many teaching awards including the American Marketing Association Distinguished Teach of the Year. He is also author of the books and articles below.

  • Market-Based Management: Strategies for Growing Customer Value and Profitability, 5th ed. (2008)
  • Consumer Behavior: Building Marketing Strategy, 10 ed. (2007)
  • Marketing Metrics Handbook (US Patent Pending), 2009
  • More than 50 published articles and co-author of Article of the Year (Marketing Productivity) - Journal of the Academy of Marketing Science.

As a marketing professional he has developed the Marketing Excellence Survey (, an assessment tool to benchmark company and manager marketing knowledge and marketing attitudes, MarkPlan (, a software program for building marketing plans, MarkProf ( a software program for managing pricing and profitability. He also holds a US Patent for a Pop-Top Filter Holder for micron filters.

In marketing executive education and marketing consulting he has worked with 3M, Agilent Technologies, Airtouch, Covidien, General Electric, Hewlett-Packard, Dow Chemical, Dow Corning, DuPont, Eastman-Kodak, James Hardie, Lucas Industries, MediaOne Group, Tektronix, Textron, US West, and others. He also taught in the MBA and Executive Education Program at INSEAD in Fontainebleau, France.

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