ELLIOT N. MALTZ
Professor of Marketing
B.A., Trinity University
M.B.A., University of California, Davis
Ph.D., University of Texas

EML:  emaltz@willamette.edu

"Every organization exists to serve the enduser of its outputs and should, to a great degree, be market driven."

Read the recent article by Professor Maltz in B2B Magazine

My teaching and research revolve around three underlying beliefs about organizations and marketing. First, organizations should be collections of individuals with multiple talents which, when combined, create value greater than the sum of the parts. Second, every organization exists to serve the enduser of its outputs and should, to a great degree, be market driven. Together these beliefs guide the focus of my work: how marketing can combine with other functions to help all organizations be market driven.

My third belief relates to how students learn to create market driven organizations. The Atkinson School provides tools that can help you deliver value to the enduser of your organization. We also provide guidance as to when these tools will be most valuable. However, to truly understand how and when to use a tool, you must apply it. Thus, my classes rely a lot on experiential exercises such as field projects, simulations, and case studies.

Marketing management and strategy with particular emphasis on acquisition and dissemination of market information for strategic decision making.