Foster School of Business
University of Washington
Box: 353226
Seattle, WA 98195-3226
In the transition to a highly dynamic, knowledge-based economy driven by innovation and service solutions, competitive advantage is being shaped by managers’ and firms’ relationship networks. Relationship ties are a key source of information and often impact decision processes.
Featured Research
- Shifting Gears
- Foster School hosts prestigious international marketing consortium
- New Palmatier book the definitive guide to marketing channel strategy
- Foster Faculty receive international recognition for superior research
- The Foster Why
- Palmatier Wins American Marketing Association’s 2008 Maynard Award
- Rob Palmatier honored for contribution to marketing strategy research
- New Palmatier book the definitive guide to marketing channel strategy
Robert W. Palmatier
- Professor of Marketing John C. Narver Endowed Professor in Business Administration
- Research Director of the Center for Sales and Marketing Strategy
Education
- Postdoctoral Northwestern University (2005)
- PhD University of Missouri (2004)
- MBA Georgia State University (1989)
- MSEE Georgia Institute of Technology (1984)
- BSEE Georgia Institute of Technology (1983)
Academic Expertise
- business to business marketing
- business to consumer marketing
- competitive strategy
- international marketing
- marketing management
- marketing strategy
- sales
- strategic planning
Industries
- Financial Services
- Health Care
- Retail & Wholesale
- Technology
Current Research
- Big Data and CRM Marketing
- Loyalty Programs
- Online Marketing
- Sales Channels and Retail Management
- Sales Management
Positions Held
- At the University of Washington since 2007
- Assistant Professor, University of Cincinnati, Cincinnati, OH, 2005-2007
- Visiting Professor, Northwestern University, Evanston, IL, 2004-2005
- Research and Teaching Assistant, University of Missouri, Columbia, MO, 2001-2004
- President and Chief Operating Officer, C&K Components, Inc. ($110M electronics company selling to communication and computing firms) Watertown, MA, 1998-2001
- Tyco-Raychem Corporation, Menlo Park, CA
- European General Manager and Director of Worldwide Marketing, 1995-1996
- Director of Worldwide Strategic Planning, 1994-1995
- North American Sales and Marketing Manager, 1991-1995
- United States Navy–Lieutenant on nuclear submarines, 1984-1990
- Licensed Professional Engineer, Electrical Engineering, 1989
Selected Publications
- “A Strong Privacy Policy Can Save Your Company Millions“Journal Article:Martin, K., Borah, A., & Palmatier, R., (2018). Harvard Business Review,
- “Customer Engagement Marketing“Book: (2017). Springer,
- “Group Marketing: Theory, Mechanisms, and Dynamics“Journal Article: (2017). Journal of Marketing,
- “Marketing Strategy: Based on First Principles and Data Analytics“Book: (2017). Palgrave
- “Online Relationship Formation“Journal Article: (2017). Journal of Marketing,
- “Data Privacy: Effects on Customer and Firm Performance“Journal Article: (2016). Journal of Marketing,
- “Dynamic Relationship Marketing“Journal Article: (2016). Journal of Marketing,
- “Editorial: The Past Present and Future of JAMS“Journal Article: (2016). Journal of the Academy of Marketing Science,
- “If It Takes a Village to Foster Innovation, Success Depends on the Neighbors: The Effects of Global and Ego Networks on New Product Launches“Journal Article: (2016). Journal of Marketing Research,
- “Improving Publication Success at JAMS: Contribution and Positioning“Journal Article: (2016). Journal of the Academy of Marketing Science,
- “Understanding the Effectiveness of Loyalty Programs: Managing Target and Bystander Effects“Journal Article: (2016). Journal of the Academy of Marketing Science,
- “Understanding the Effects of Plural Marketing Structures on Alliance Performance“Journal Article: (2016). Journal of Marketing Research,
- “Building, Measuring, and Profiting from Customer Loyalty“Journal Article: (2015). Journal of the Academy of Marketing Science,
- “Customer-Centric Org Charts Aren’t Right for Every Company“Journal Article: (2015). Harvard Business Review,
- “Dependence and Interdependence in Marketing Relationships: Meta-Analytic Insights“Journal Article: (2015). Journal of the Academy of Marketing Science,
- “Effects of Incentivizing New and Existing Buyers and Sellers on Advertising Revenue in Business-to-Business Online Platforms“Journal Article: (2015). Journal of Marketing Research,
- “Transformational Relationship Events“Journal Article: (2015). Journal of Marketing,
- “Effect of Customer Centricity on Long-term Financial Performance“Journal Article: (2014). Marketing Science,
- “Marketing Channel Strategy (8th Edition)“Book: (2014). Pearson Hall
- “Synergistic Effects of Relationship Managers’ Social Networks on Sales Performance“Journal Article: (2014). Journal of Marketing,
- “The Role of Culture in International Relationship Marketing“Journal Article: (2014). Journal of Marketing,
- “Relationship Velocity: Toward A Theory of Relationship Dynamics“Journal Article: (2013). Journal of Marketing,
- “A Review of the Theoretical Underpinnings of Loyalty Programs“Journal Article: (2011). Journal of Consumer Psychology,
- “Effect of Customer and Innovation Asset Configuration Strategies on Firm Performance“Journal Article: (2011). Journal of Marketing Research,
- “Poisoning Relationships: Perceive Unfairness in Channels of Distribution“Journal Article: (2011). Journal of Marketing,
- “The Role of Customer Gratitude in Relationship Marketing“Journal Article: (2009). Journal of Marketing,
- “Effect of Service Transition Strategies on Firm Value“Journal Article: (2008). Journal of Marketing,
- “Interfirm Relational Drivers of Customer Value“Journal Article: (2008). Journal of Marketing,
- “Trust at Different Organizational Levels“Journal Article: (2008). Journal of Marketing,
- “A Comparative Longitudinal Analysis of Theoretical Perspectives of Interorganizational Relationship Performance“Journal Article: (2007). Journal of Marketing,
- “Customer Loyalty to Whom? Managing the Benefits and Risks of Salesperson-Owned Loyalty“Journal Article: (2007). Journal of Marketing Research,
- “Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis“Journal Article: (2006). Journal of Marketing,
- “Returns on Business-to-Business Relationship Marketing Investments: Strategies for Leveraging Profits“Journal Article: (2006). Marketing Science,
Consulting
- Microsoft, Telstra, Emerson, Littelfuse, Fifth Third Bank, Cincom, Starbucks, World Vision, Belkin, Expert Witness, Genie, Alston + Bird, Paul Hastings
Honors and Awards
- Dean’s Award for Excellence in Research, annual award given to research faculty for outstanding research contribution in previous year, 2017
- Dean’s Leadership Award, annual award given to faculty for outstanding leadership, 2017
- Sheth Journal of Marketing Award 2015 for the Journal of Marketing article that has made a long-term contribution to the discipline of marketing. The award recognizes scholarship based on the benefits of time (5 to 10 years) and hindsight and acknowledges contributions and outcomes made to marketing theory and practice.
- Robert D. Buzzell’s Award from Marketing Science Institute, 2016
- Louis W. Stern Award for an article published 3 to 8 years ago, based on four criteria: contribution to theory and practice, originality, technical competence, and impact on the field of channels of distribution (2011, 2014, 2015, 2017)
- Andrew V. Smith Award for Service, awarded by the dean for extraordinary service to the Foster School of Business (2013)
- Varadarajan Award for Early Contribution to Marketing Strategy Research, selection based on the quality and breadth of marketing strategy research (2012)
- Robert M. Bowen EMBA Excellence in Teaching Award, selected by EMBA students based on professor's engagements, learning and impact on their EMBA program (2012)
- Honorable Mention Award for Best Article Published in Journal of Retailing (2011)
- 2010 Cialdini Award Nominee for paper titled “The Role of Customer Gratitude in Relationship Marketing” (2011)
- American Marketing Association award for the Best Services Article for "Effect of Service Transition Strategies on Firm Value,” Journal of Marketing (2009)
- Dean's Junior Faculty Research Award (2009)
- Harold H. Maynard Award for “significant contribution to marketing theory and thought" in the Journal of Marketing (2008)
- Palgrave Promising Young Scholar Award, presented by the Society of Marketing Advances to an untenured assistant professor who has made a significant research contribution to the discipline of marketing early in his or her career (2008)
- Evening MBA Professor of the Year, Class of 2009 (2008)
- AMA Sheth Foundation Doctoral Consortium Fellow
- Marketing Science Institute Young Scholar, Park City UT (2007)
- Selected as a member of NASA’s Computing, Information, and Communications Advisory Group to assess the current state of technology development as it relates to NASA’s information technology activities and space exploration requirements
Academic Service
- Editor-in-Chief Journal of the Academy of Marketing Science
- Area Editor for the Journal of Marketing
- Research Director for Center of Sales and Marketing Strategy