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Marketing

Professor Emeritus of Marketing

Portrait of Alice M. Tybout, Faculty at the Kellogg School of Management
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Alice M. Tybout is Professor Emeritus of Marketing. She was a faculty member of the Marketing Department at Kellogg from 1975-2019, where she taught marketing management in the MBA and EMBA programs and seminars on consumer behavior in the doctoral program. She was chairperson of the Marketing Department 2004-2006 and the academic director of two executive education programs: Kellogg on Consumer Marketing Strategy and Kellogg on Branding. She is co-editor of three “Kellogg on” books: Kellogg on BrandingKellogg on Marketing, Second Edition, Kellogg on Branding in a Hyper-connected World.

At Kellogg, Professor Tybout received the Sidney J. Levy Award for Teaching Excellence in 1996, the Chairpersons' Award for Outstanding Teaching in the Core in 1999 and in 2012, and the Outstanding Alumni Professor of the Year in 2004. She also taught at the University of Chicago, INSEAD (France) and Chulalongkorn University (Thailand.) She has published more than two dozen marketing case studies that are available through the Kellogg Case Collection, including ones related to TiVo, Synthroid, Lululemon, Uber China, Trend Micro, and Tata Nano.

Professor Tybout’s empirical research is focused on how individuals process, organize, and utilize information to make judgments and choices. Her most recent writings address these issues in the context of scandal management. She has also published philosophical pieces related to theory and methods. Her writings appear in a broad range of scholarly journals and books, including the Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Journal of Marketing, and Journal of Personality and Social Psychology. In addition, she is the author of two articles in Harvard Business Review and is co-editor of Perspectives on the Affective and Cognitive Effects of Advertising.

Professor Tybout joined the Association for Consumer Research (ACR) in 1972 and has served as its Treasurer (1983) and President (1994). She is also an ACR Fellow (2016). She is a former Trustee of the Marketing Science Institute (1991-1998) and was a member of the Board of Directors of the American Marketing Association (1997-2000). Professor Tybout has done executive training and consulting for companies including Coca-Cola, PepsiCo, Pfizer, and Takeda. She served on the board of directors for Old Kent Bank (1989-1996) and RHR International (2000-2019.)

Professor Tybout received her B.S. in Business Administration and her M.A. in Consumer Behavior from Ohio State University and her Ph.D. in Marketing from Northwestern University. 

About Alice
Research interests
  • Consumer decision making
  • brand management
  • brand management during scandals
Teaching interests
  • Marketing management
  • competitive analysis and positioning
  • brand management
  • PhD, 1975, Marketing, Northwestern University
    MA, 1972, Consumer Behavior, Ohio State University
    BA, 1970, Business Administration, Ohio State University
  • Harold T. Martin Professor of Marketing, Kellogg School of Management, Northwestern University, 1988-present
    Chairman of Marketing Department, Kellogg School of Management, Northwestern University, 2004-2006
    Professor of Marketing, Kellogg School of Management, Northwestern University, 1985-1988
    Associate Professor of Marketing, Kellogg School of Management, Northwestern University, 1980-1985
    Assistant Professor of Marketing and Transportation, Kellogg School of Management, Northwestern University, 1975-1980
    Instructor, Graduate School of Business, University of Chicago, 1974-1975
  • ACR Fellow in Consumer Behavior Award, Lifetime Achievement Award for Consumer Research
    Chairs' Award for Outstanding Teaching in a Core Course
    Kellogg Alumni Professor of the Year Award, Kellogg School of Management, 2004
    Outstanding Alumni Professor of the Year, Kellogg Graduate School of Management, 2004
    Chairs' Core Course Teaching Award, Kellogg School of Management, 1998-1999
    Chairs' Core Teaching Award, Kellogg Graduate School of Management, 1998-1999
    Sidney J. Levy Teaching Award, Kellogg School of Management, 1995-1996
    Sidney J. Levy Teaching Award, Kellogg Graduate School of Management, 1995-1996
  • Editorial Board, Journal of Consumer Research, 1996-2005
    Editorial Board, Journal of Marketing Research, 1981-1990
    Editorial Board, International Journal of Marketing Research, 2003-2007
    Editorial Board, Journal of Consumer Psychology, 1993-2002
    Editorial Board, Journal of Marketing, 1978-1981