Steve Hoeffler

Steve Hoeffler

Professor of Marketing

Research Interests/Areas of Expertise

Marketing, brand management, consumer behavior

Subject Areas




An expert in consumer products marketing, brand management and consumer behavior, Steve Hoeffler focuses on how radically new products are marketed.


Steve has consulted for companies such as Procter & Gamble, IBM and Fujitsu. He spent seven years working in marketing for NCR / AT&T.


Professor Hoeffler's expertise in consumer products marketing, brand management and consumer behavior has been featured at conferences and seminars held by academic and professional associations, including the Association for Consumer Research, the Society for Consumer Psychology and the American Marketing Association Educators Conference.


Professor Hoeffler’s work has appeared in such journals as Journal of Consumer Psychology, Journal of Product Innovation Management and Journal of Marketing Research.


Steve teaches in the MBA, MMHC, Executive MBA and Executive Education programs; his courses include Branding, Core Marketing and Marketing Strategy.

Research Interests

Professor Hoeffler's research centers around such topics as positioning multiple category products, marketing radically new products and the advantages of strong brands. Among his current research interests are the marketing of really new (novel) products and the development of consumer preferences.


PhD, Marketing, Duke University, Fuqua School of Business, 2000

MBA, Marketing, University of California, Davis, 1994

BA, Information Systems, San Diego State University, 1985

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