Burke
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Marketing guru Raymond Burke, the E. W. Kelley Chair of business administration at IU Bloomington, has received a Curriculum Development Grant totaling $150,000 from the P&G Fund for Measuring and Managing the Customer Experience: Bringing the Purchase Context into the Classroom. He was one of three winners announced Jan. 30 in the annual competition awarding seed money for innovative instruction in areas critical to business.
The funding will enable Burke to develop research tools, online resources and case studies to help grad students understand and analyze the influence of the point-of-purchase environment on consumer behavior and business performance. The experience will help students understand the perspectives of manufacturers, retailers and consumers as they develop marketing programs.
Burke has been with the Kelley School since 1996 as a research partner for the school’s Center for Education and Research in Retailing. He is also the founding director of IU’s Customer Interface Laboratory, where investigations of how customers interact with new retailing technologies are conducted, including in-store and electronic shopping applications. His research focuses on understanding the influence of point-of-purchase factors (including new products, packaging, pricing, promotions, assortments and displays) on consumer shopping behavior. His virtual shopping technology is used by market research firms around the world.
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