Ned Roberto
Encyclopedia
Eduardo L. Roberto or Ned Roberto is a Filipino
professor
who is considered Asia
's foremost authority in marketing
. He was the Coca-Cola Foundation professor
of international marketing
, at the Asian Institute of Management
located at Metro Manila
in the Philippines. He has written several marketing
related book
s and is currently, a part of the editorial board
of the International Journal of Research in Marketing. His areas of interest for teaching and research include basic marketing, marketing research
, social marketing
and consumer behavior. He has also taught at the Northwestern University
’s Kellogg Graduate School of Management Chicago
Campus and at the Euro-Asia Centre of INSEAD
Macau
and Singapore
programs.
in Marketing
and a Master in Business Administration degree from The Kellogg Management School of Northwestern University
(1973.)
Social marketing
Market segmentation
Local governance
He has also published several articles on marketing and social marketing in national and international journals, newspapers and has contributed chapters in major books of readings in the field of marketing, such as “Alleviating Poverty: A Macro/Micro Marketing Perspective,” Journal of Macromarketing, December 2006, pp. 233–39 (co-authored with Philip Kotler
and Tony Leisner.)
He also sits on the board of directors
of several corporation
s.
In the Philippines
Prof. Roberto has been a consultant for marketing planning, product management
and marketing research
to practically all the leading multinational corporations in the consumer goods, pharmaceutical, household products, beverage, cosmetics
, processed food, banking, advertising
, and airline
industries.
Overseas
Prof. Roberto has been consulted by several major multinational corporations in Australia
, Hong Kong
, Indonesia
, Japan
, Malaysia, Singapore
, Thailand
and Taiwan
.
International Organisations
Prof. Roberto has also been involved in social marketing
, planning
& research
and consulting
for international organizations such as the World Bank
, the UN Fund for Population Activities, the International Labour Organization
, the UN Development Programme, the Asian Development Bank
, the Ford Foundation
, the International Development Research Centre
, the Population Council
, and the UN Economic Commission for Asia and the Far East.
Philippines
The Philippines , officially known as the Republic of the Philippines , is a country in Southeast Asia in the western Pacific Ocean. To its north across the Luzon Strait lies Taiwan. West across the South China Sea sits Vietnam...
professor
Professor
A professor is a scholarly teacher; the precise meaning of the term varies by country. Literally, professor derives from Latin as a "person who professes" being usually an expert in arts or sciences; a teacher of high rank...
who is considered Asia
Asia
Asia is the world's largest and most populous continent, located primarily in the eastern and northern hemispheres. It covers 8.7% of the Earth's total surface area and with approximately 3.879 billion people, it hosts 60% of the world's current human population...
's foremost authority in marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
. He was the Coca-Cola Foundation professor
The Coca-Cola Company
The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups. The company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia...
of international marketing
International marketing
International marketing or global marketing refers to marketing carried out by companies overseas or across national borderlines. This strategy uses an extension of the techniques used in the home country of a firm...
, at the Asian Institute of Management
Asian Institute of Management
The Asian Institute of Management, or simply AIM, is a graduate school of business and a center of business and management research. It is one of the few business schools in Asia to be internationally accredited with the AACSB. It was established in partnership with Harvard Business School and uses...
located at Metro Manila
Metro Manila
Metropolitan Manila , the National Capital Region , or simply Metro Manila, is the metropolitan region encompassing the City of Manila and its surrounding areas in the Philippines...
in the Philippines. He has written several marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
related book
Book
A book is a set or collection of written, printed, illustrated, or blank sheets, made of hot lava, paper, parchment, or other materials, usually fastened together to hinge at one side. A single sheet within a book is called a leaf or leaflet, and each side of a leaf is called a page...
s and is currently, a part of the editorial board
Editorial board
The editorial board is a group of people, usually at a publication, who dictate the tone and direction the publication's editorial policy will take.- Board makeup :...
of the International Journal of Research in Marketing. His areas of interest for teaching and research include basic marketing, marketing research
Marketing research
Marketing research is "the function that links the consumer, customer, and public to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve...
, social marketing
Social marketing
Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good. Social marketing can be applied to promote merit goods, or to make a society avoid demerit goods and thus to promote society's well being as...
and consumer behavior. He has also taught at the Northwestern University
Northwestern University
Northwestern University is a private research university in Evanston and Chicago, Illinois, USA. Northwestern has eleven undergraduate, graduate, and professional schools offering 124 undergraduate degrees and 145 graduate and professional degrees....
’s Kellogg Graduate School of Management Chicago
Chicago
Chicago is the largest city in the US state of Illinois. With nearly 2.7 million residents, it is the most populous city in the Midwestern United States and the third most populous in the US, after New York City and Los Angeles...
Campus and at the Euro-Asia Centre of INSEAD
INSEAD
INSEAD is an international graduate business school and research institution. It has campuses in Europe , Asia , and the Middle East , as well as a research center in Israel...
Macau
Macau
Macau , also spelled Macao , is, along with Hong Kong, one of the two special administrative regions of the People's Republic of China...
and Singapore
Singapore
Singapore , officially the Republic of Singapore, is a Southeast Asian city-state off the southern tip of the Malay Peninsula, north of the equator. An island country made up of 63 islands, it is separated from Malaysia by the Straits of Johor to its north and from Indonesia's Riau Islands by the...
programs.
Education
Prof. Roberto received his Doctor of PhilosophyDoctor of Philosophy
Doctor of Philosophy, abbreviated as Ph.D., PhD, D.Phil., or DPhil , in English-speaking countries, is a postgraduate academic degree awarded by universities...
in Marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
and a Master in Business Administration degree from The Kellogg Management School of Northwestern University
Northwestern University
Northwestern University is a private research university in Evanston and Chicago, Illinois, USA. Northwestern has eleven undergraduate, graduate, and professional schools offering 124 undergraduate degrees and 145 graduate and professional degrees....
(1973.)
Books and Articles
Marketing research- Applied Marketing Research
- User-Friendly Marketing Research
Social marketing
- Strategic Decision Making in a Social Program (the first social marketingSocial marketingSocial marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good. Social marketing can be applied to promote merit goods, or to make a society avoid demerit goods and thus to promote society's well being as...
book, 1975.) - Social Marketing: Strategies for Changing Public Behavior (co-authored with Philip KotlerPhilip KotlerPhilip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University.-Early life:He received his master's degree at the University of Chicago...
) - Social Marketing: Improving the quality of life (co-authored with Philip KotlerPhilip KotlerPhilip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University.-Early life:He received his master's degree at the University of Chicago...
and Nancy LeeNancy LeeNancy Lee may refer to:*Nancy Lee , Canadian writer*Nancy Lee , Canadian sports journalist and television producer*Nancy Lee , a racehorse which won the 1921 Kentucky Oaks...
)
Market segmentation
- Strategic Market Segmentation
- A Guide to the Socio-Economic Classification of Filipino Consumers
Local governance
- Making Local Governance Work.
He has also published several articles on marketing and social marketing in national and international journals, newspapers and has contributed chapters in major books of readings in the field of marketing, such as “Alleviating Poverty: A Macro/Micro Marketing Perspective,” Journal of Macromarketing, December 2006, pp. 233–39 (co-authored with Philip Kotler
Philip Kotler
Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University.-Early life:He received his master's degree at the University of Chicago...
and Tony Leisner.)
Awards and recognition
- Philippine Marketing Association AGORA Award for Achievement in Marketing Education in 1983.
- Association of Marketing Educators of the Philippines´ 1st Lifetime Achievement Award as Marketing Educator in 2004.
Board Memberships
- Chairman and president of Roberto & Associates, Inc., (RAI) a marketing research and consulting agency.
- Editorial Board of the International Journal of Research in Marketing.
He also sits on the board of directors
Board of directors
A board of directors is a body of elected or appointed members who jointly oversee the activities of a company or organization. Other names include board of governors, board of managers, board of regents, board of trustees, and board of visitors...
of several corporation
Corporation
A corporation is created under the laws of a state as a separate legal entity that has privileges and liabilities that are distinct from those of its members. There are many different forms of corporations, most of which are used to conduct business. Early corporations were established by charter...
s.
Positions held
- 1985 president of the Marketing and Opinion Research Society of the Philippines (MORES.)
- Executive Vice-President of Consumer Pulse Inc. (now known as AC Nielsen), the ASEAN's largest survey research organization.
- Vice-President of Media Pulse, Inc.
- Executive Director of the International Council for the Management of Population Programmes (ICOMP).
Consultancy
Prof. Roberto has done extensive consultancy work region-wide for both national and transnational corporations and multilateral agencies.In the Philippines
Prof. Roberto has been a consultant for marketing planning, product management
Product management
Product management is an organizational lifecycle function within a company dealing with the planning, forecasting, or marketing of a product or products at all stages of the product lifecycle....
and marketing research
Marketing research
Marketing research is "the function that links the consumer, customer, and public to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve...
to practically all the leading multinational corporations in the consumer goods, pharmaceutical, household products, beverage, cosmetics
Cosmetics
Cosmetics are substances used to enhance the appearance or odor of the human body. Cosmetics include skin-care creams, lotions, powders, perfumes, lipsticks, fingernail and toe nail polish, eye and facial makeup, towelettes, permanent waves, colored contact lenses, hair colors, hair sprays and...
, processed food, banking, advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
, and airline
Airline
An airline provides air transport services for traveling passengers and freight. Airlines lease or own their aircraft with which to supply these services and may form partnerships or alliances with other airlines for mutual benefit...
industries.
Overseas
Prof. Roberto has been consulted by several major multinational corporations in Australia
Australia
Australia , officially the Commonwealth of Australia, is a country in the Southern Hemisphere comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands in the Indian and Pacific Oceans. It is the world's sixth-largest country by total area...
, Hong Kong
Hong Kong
Hong Kong is one of two Special Administrative Regions of the People's Republic of China , the other being Macau. A city-state situated on China's south coast and enclosed by the Pearl River Delta and South China Sea, it is renowned for its expansive skyline and deep natural harbour...
, Indonesia
Indonesia
Indonesia , officially the Republic of Indonesia , is a country in Southeast Asia and Oceania. Indonesia is an archipelago comprising approximately 13,000 islands. It has 33 provinces with over 238 million people, and is the world's fourth most populous country. Indonesia is a republic, with an...
, Japan
Japan
Japan is an island nation in East Asia. Located in the Pacific Ocean, it lies to the east of the Sea of Japan, China, North Korea, South Korea and Russia, stretching from the Sea of Okhotsk in the north to the East China Sea and Taiwan in the south...
, Malaysia, Singapore
Singapore
Singapore , officially the Republic of Singapore, is a Southeast Asian city-state off the southern tip of the Malay Peninsula, north of the equator. An island country made up of 63 islands, it is separated from Malaysia by the Straits of Johor to its north and from Indonesia's Riau Islands by the...
, Thailand
Thailand
Thailand , officially the Kingdom of Thailand , formerly known as Siam , is a country located at the centre of the Indochina peninsula and Southeast Asia. It is bordered to the north by Burma and Laos, to the east by Laos and Cambodia, to the south by the Gulf of Thailand and Malaysia, and to the...
and Taiwan
Taiwan
Taiwan , also known, especially in the past, as Formosa , is the largest island of the same-named island group of East Asia in the western Pacific Ocean and located off the southeastern coast of mainland China. The island forms over 99% of the current territory of the Republic of China following...
.
International Organisations
Prof. Roberto has also been involved in social marketing
Social marketing
Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good. Social marketing can be applied to promote merit goods, or to make a society avoid demerit goods and thus to promote society's well being as...
, planning
Planning
Planning in organizations and public policy is both the organizational process of creating and maintaining a plan; and the psychological process of thinking about the activities required to create a desired goal on some scale. As such, it is a fundamental property of intelligent behavior...
& research
Research
Research can be defined as the scientific search for knowledge, or as any systematic investigation, to establish novel facts, solve new or existing problems, prove new ideas, or develop new theories, usually using a scientific method...
and consulting
Consultant
A consultant is a professional who provides professional or expert advice in a particular area such as management, accountancy, the environment, entertainment, technology, law , human resources, marketing, emergency management, food production, medicine, finance, life management, economics, public...
for international organizations such as the World Bank
World Bank
The World Bank is an international financial institution that provides loans to developing countries for capital programmes.The World Bank's official goal is the reduction of poverty...
, the UN Fund for Population Activities, the International Labour Organization
International Labour Organization
The International Labour Organization is a specialized agency of the United Nations that deals with labour issues pertaining to international labour standards. Its headquarters are in Geneva, Switzerland. Its secretariat — the people who are employed by it throughout the world — is known as the...
, the UN Development Programme, the Asian Development Bank
Asian Development Bank
The Asian Development Bank is a regional development bank established on 22 August 1966 to facilitate economic development of countries in Asia...
, the Ford Foundation
Ford Foundation
The Ford Foundation is a private foundation incorporated in Michigan and based in New York City created to fund programs that were chartered in 1936 by Edsel Ford and Henry Ford....
, the International Development Research Centre
International Development Research Centre
The International Development Research Centre is a Canadian Crown Corporation created by the Parliament of Canada that supports research in developing countries to promote growth and development...
, the Population Council
Population Council
The Population Council is an international, nonprofit, non-governmental organization. The Council conducts biomedical, social science, and public health research and helps build research capacities in developing countries. One-third of its research relates to HIV and AIDS; its other major program...
, and the UN Economic Commission for Asia and the Far East.
See also
- MarketingMarketingMarketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
- Social marketingSocial marketingSocial marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good. Social marketing can be applied to promote merit goods, or to make a society avoid demerit goods and thus to promote society's well being as...
- Philip KotlerPhilip KotlerPhilip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University.-Early life:He received his master's degree at the University of Chicago...
- Philippine Daily InquirerPhilippine Daily InquirerThe Philippine Daily Inquirer, popularly known as the Inquirer, is the most widely read broadsheet newspaper in the Philippines, with a daily circulation of 260,000 copies. It is one of the Philippines' newspapers of record...