Owen Graduate School of Management, Vanderbilt University
Steve Hoeffler is an Associate Professor of Marketing at the Owen Graduate School of Management at Vanderbilt University. He is an expert in consumer products marketing, brand management and consumer behavior, and teaches marketing management. Among his current research interests are the marketing of "really new" (novel) products, the development of consumer preferences and the advantages of strong brands. Professor Hoeffler's research has appeared in such journals as Journal of Consumer Psychology, Journal of Product Innovation Management and Journal of Marketing Research. He previously taught at Kenan-Flagler Business School at the University of North Carolina at Chapel Hill in addition to extensive experience working for NCR/AT&T and consulting for Procter and Gamble, IBM and Fujitsu. Professor Hoeffler holds a Ph.D from Duke University, Fuqua School of Business and an M.B.A. from University of California, Davis.
