معرفی
Ronald T. Wilcox is the NewMarket Corporation Professor of Business Administration at the University of Virginia's Darden School of Business. He teaches the required Marketing course in both the MBA and Executive MBA programs, as well as the elective 'Pricing,' and participates in numerous Executive Education programs. Joining the Darden faculty in 2001, Wilcox has established himself as a leading expert in marketing strategy and financial services marketing.
His research focuses on the marketing of financial services and its interface with public policy, with publications appearing in top journals including Journal of Marketing Research, Management Science, Marketing Science, and Journal of Business. He is a frequent contributor to Forbes and has authored the book 'Whatever Happened to Thrift? Why Americans Don't Save and What to Do About It,' which was named one of the Top Five Business Books of the Year by Kiplinger.
Wilcox has four specific areas of expertise: marketing financial services, branding, marketing for nonprofits and public policy, and general marketing strategy. His extensive publication record includes numerous case studies and technical notes covering pricing strategy, brand positioning, product line management, and marketing analytics. His recent work demonstrates continued engagement with contemporary marketing challenges including digital transformation, sustainability, and strategic pricing in complex regulatory environments.
Selected Awards:
- Top Five Business Books of the Year by Kiplinger (2009) for 'Whatever Happened to Thrift?'
Before joining Darden, Wilcox served as an assistant professor at the Carnegie Mellon Graduate School of Industrial Administration and as an economist for the U.S. Securities and Exchange Commission. He has also consulted for major corporations including Pratt & Whitney, Sikorsky, Timken, and Johnson & Johnson. His educational background includes an A.B. from Xavier University and M.S. and Ph.D. degrees from Washington University.
