Author Profile

Whitler, Kimberly

• Brian Gursky: Using Social Media to Build an Athlete Brand i...

  Whitler, Kimberly
  Case
• Coke Puts Its Brand between a Rock and a Hard Place: Alignin...

  Whitler, Kimberly; Wooten, David; Nolan, Liam
  Case
• Leveraging the Zone of Possible Agreement (ZOPA) to Make Pri...

  Whitler, Kimberly; Hagerty, Serena; Zhang, Zhihao; et al
  Technical Note
• Managing Brand Crisis: Bud Light Cracks Open a Can of Contro...

  Whitler, Kimberly; Baum, Dan; Pasquinelli, Emily
  Case
• Pause and Refresh: Rethinking Coca-Cola's Response to the Ge...

  Whitler, Kimberly; Soltis, Steven
  Exercise
• The Good Feet Store: Sponsoring College Athletes in the Name...

  Whitler, Kimberly; Puto, Christopher P.; Maiden, Stephen E.
  Case
• Using AI to Assess Creative Concepts

  Whitler, Kimberly; Hagerty, Serena; Daum, Julie; et al
  Case
• A Conceptual Introduction to Customer Lifetime Value

  Zhang, Zhihao; Whitler, Kimberly
  Technical Note
• Three Empirical Methods for Calculating Customer Lifetime Va...

  Zhang, Zhihao; Whitler, Kimberly; Venkatesan, Rajkumar
  Technical Note