Deborah Colton-Hebert
Associate Professor
Department of MIS, Marketing, and Analytics
Saunders College of Business
585-475-4939
Office Location
Office Mailing Address
#3323 Saunders College of Business
Deborah Colton-Hebert
Associate Professor
Department of MIS, Marketing, and Analytics
Saunders College of Business
Education
BA, State University of New York at Buffalo; MBA, Rochester Institute of Technology; Ph.D., University of South Carolina
585-475-4939
Areas of Expertise
International business
Marketing
Marketing strategy
Internet marketing
Electronic retailing
Select Scholarship
Invited Article/Publication
Moriuchi, E., Landers, V., Colton, D., & Hair, N. (2020). Engagement with chatbots versus augmented reality interactive technology in e-commerce. Journal of Strategic Marketing. . .
Colton, D., & Poploski, S. (2018). A Content Analysis of Corporate Blogs to Identify Communications Strategies, Objectives and Dimensions of Credibility. Journal of Promotion Management. . .
Colton, D., (2018). Antecedents of consumer attitudes' toward corporate blogs. Journal of Research in Interactive Marketing. 12. 94-104.
Colton, D., (2012). The role of retailer mindset and promotional resources in strengthening online brands. Journal of Brand Management. 20. 28-40.
Colton, D., Roth, M., & Bearden, W. (2010). Drivers of International E-tail Performance: The Complexities of Orientations and Resources. Journal of International Marketing. 18. 1-22.
Colton, D., (2010). A resource-based view of e-tailer performance: an international study. International Journal of Electronic Marketing and Retailing. 3. 174-195.
Colton, D., Roth, M., Jayachandran, S., & Dahhli, M. (2009). Subsidiary use of Foreign Marketing Knowledge. Journal of International Marketing. 17. 1-29.
Colton, D., & Money, B. (2000). The Response of the ’New Consumer' to Promotion in the Transition Economies of the Former Soviet Bloc. Journal of World Business. 35. 189-205.
Invited Keynote/Presentation
Colton, D., (2019). Social Brand Stars: Brands and Their Influencers. 14th Annual Business Research Consortium Conference.
Colton, D., (2019). Experiential Marketing: A Sales Pitch, A Conference and A Good Cause. 14th Annual Business Research Consortium Conference.
Colton, D., & Murthy, R. (2018). Consumers with Food Allergies: Call for Research. Society for Marketing Advances.
Colton, D., (2016). Understanding Consumer Attitudes toward Business Blogs. Society for Marketing Advances.
Colton, D., (2008). Need Title of the Presentation. BizTech Series: Blogging for Business, e-Business Association.
Colton, D., (2001). The Effects of Marketing and Firm Resources on Electronic Retailer Performance. Academy of International Business Annual Meeting.
Colton, D., (1999). The Effects of Headquarters-Subsidiary Marketing Communication on Global Brand Image. Academy of International Business Annual Meeting.
Published Conference Proceedings
Colton, D., (2019). Social Brand Stars: Brands and Their Influencers. 14th Annual Business Research Consortium Conference.
Colton, D., (2018). Does Blog Authorship Matter? Corporate and Third-Party Blogs and Brand Attitudes. Society for Marketing Advances.
Colton, D., (2017). Consumer Switching Intentions to Buy Groceries Online. Society for Marketing Advances.
Colton, D., (2016). Understanding Consumer Attitudes toward Business Blogs. Society for Marketing Advances.
Colton, D., & Roth, M. (2011). Different Means for Different Ends: Global E-tailing Resources and Progressive Performance Objectives. International Marketing Review.
Colton, D., (2009). What are Corporations Blogging About? Identifying Strategies about Corporate Associations and Credibility. 2009 American Marketing Association's Summer Marketing Educators' Conference..
Colton, D., & Hair, N. (2008). Exploring Perceptions of Consumer Experience online. Winter Educators' Academy of Marketing Conference.
Colton, D., Roth, M., & Bearden, W. (2008). Sources of Global E-tail Advantage: Relationships among Orientations, Resources, and Performance. 2009 American Marketing Association's Summer Marketing Educators' Conference..
Colton, D., & Luecke, G. (2005). RESOURCE EFFECTS ON ONLINE TRAFFIC OF U.S. AND FOREIGN ONLINE RETAILERS. Academy of International Business - NE.
Colton, D., Roth, M., Jayachandran, S., & Dakhli, M. (2001). The Use and Effectiveness of Transferred Knowledge in Marketing Subsidiaries. Proceedings of the AMA Winter Educators’ Conference.
Colton, D., Bearden, W., Carlson, J., & Weathers, D. (2000). Price Discount and Brand Information Effects on Perceptions of Quality and Value. American Marketing Association. Conference Proceedings.
Colton, D., & Money, B. (1998). Response to Promotion in Post-Communist Eastern Europe. Enhancing Knowledge Development in Marketing--Proceedings of the AMA Summer Educators’&#8364™ Conference.
Currently Teaching
MKTG-330
Global Marketing
3 Credits
A hands-on course focusing on developing marketing strategies for entering and competing in foreign countries. Topics include foreign market opportunity assessment, developing commercialization and entry strategies, understanding foreign customers and distribution channels, and communicating value through advertising and promotion in different markets.
MKTG-761
Marketing Concepts and Commercialization
3 Credits
An introduction to contemporary principles and practices of marketing. The course is structured around the process of marketing planning leading to the development of successful marketing strategies, including the commercialization of products and services in domestic and international environments. Focus is on environmental scanning techniques, setting and evaluating measurable objectives, innovating and controlling the interrelated components of product/service offering, planning and executing the marketing mix (channels of distribution, price, and promotion), and enhancing customer relationships through the delivery of customer value.