sixth edition

market-based management

"Without application, the benefits of knowledge cannot be fully achieved." - Roger J. Best

Roger J. Best

Bachelor of Science Electrical Engineering, California State Polytechnic University, M.B.A., California State University, Ph.D. in Marketing University of Oregon.

General Electric: Engineering, Product Management and Marketing Management at GE Vallecitos Nuclear Center. Continued to work with GE in Corporate Marketing Consulting and marketing education.

VP Marketing, Lucas Industries, reporting to CEO of a $4 billion company with responsibility in leading marketing excellence and strategy marketing.

President and Owner, Roger J. Best, Inc. (1990-present): Marketing analytics software, training and executive education in Fortune 500 companies.


  • Emeritus Professor of Marketing - University of Oregon
  • Also taught marketing at the University of Arizona and INSEAD in Fontainebleau, France
  • Awarded 15 teaching awards including AMA Distinguished Teacher of Year.
  • Served as a reviewer for the Journal of Marketing Research and chaired the AMA Dissertation Competition.


  • Market-Based Management (6th ed.) Published in English, Chinese, Spanish, and Russian.
  • Consumer Behavior (10th ed.) Published in English, Chinese, and Spanish
  • Marketing Metrics Handbook (2009), Software US Patent Pending
  • More than 50 published marketing articles.
  • Article of the Year on Marketing Productivity - The Academy of Marketing Science

Products Development

  • Pop-Top Filer Holder (US Patent 3,658,183)- Micron filter holder
  • The Marketing Excellence Survey, an assessment tool used to benchmark a business's marketing knowledge and marketing attitudes ( Sold to Corporate Executive Board in 2007.
  • MarkPlan, a software for building more profitable marketing plans ( Sold to Corporate Executive Board, 2007.
  • MarkProf (, designed to help managers learn to better measure and manage marketing profitability.
  • BIDSTRAT, an interactive simulation for bidding aerospace contracts.
  • Marketing Metrics Handbook - An interactive, digital handbook for measuring and managing marketing performance (patent pending) (
  • Marketing Analytics Survey (in development)

Executive Education & Consulting

  • Twenty-five years working extensively in marketing education and consulting with 3M, Agilent Technologies, Airtouch, Covidien, General Electric, Hewlett-Packard, Dow Chemical, Dow Corning, DuPont, Eastman-Kodak, ESCO, James Hardie, Lucas Industries, MediaOne Group, Tektronix, Textron, US West, and others.
  • Executive education programs delivered in USA (>100), Europe (>50), Latin America (6), and Asia (10).