Professor of Marketing
Dunham School of Business
Office Location: Dunham Hall, Room 229
I specialize in Digital Marketing, particularly data analytics, and will teach in the new undergraduate Digital Marketing Minor that will be rolled out in the Fall of 2014. Currently, my courses count toward the Interactive Marketing Minor and Concentration. I worked in industry before receiving my Ph.D., primarily for MCI Telecommunications (now Verizon) and Dun & Bradstreet and specialize in project courses where students can apply knowledge and create experiences and skills that can be applied in the job market. Former students are working in search, social media, web design, web analytics and usability testing and other areas of direct/digital marketing.
Ph.D. University of Illinois
M.B.A. Northwestern University Kellogg School of Management
J. D. Loyola University School of Law
A. B. English Literature, Washington University in St. Louis
Areas of Specialization
Customer Information Management
Social Media Marketing
Integrated Marketing Communication
Principles of Marketing
Highlights of Publications, Honors and Professional Contributions
Co-Author with MaryLou Roberts (2011), Internet Marketing: Integrating Online and Offline Strategies, third edition, leading text in the field.
Winner Best Case Award: Tarter, B., Caravella, M., and Zahay, D. (2009, October). Case: Allstate Insurance: Building Relationships through Email Campaigns, Direct and Interactive Marketing Research Summit, San Diego, CA, also published in the International Journal of Integrated Marketing Communications (2010), 2 (1), 71-79.
Best Paper: Zahay, D.L. (2003, October). The Role of Transactional versus Relational Data in IMC Programs: Bringing Sales and Marketing Data Together. In DMEF (Ed.) Direct Marketing Educational Foundation Educators’ Conference Proceedings, Orlando, FL. *
Peltier, J., Zahay, D. & Lehman, D. (2013). Organizational Learning and CRM Success: A Model for Linking Organizational Practices, Customer Data Quality and Performance, Journal of Interactive Marketing 27, pp. 1-13.
Zahay, D. L., Griffin, A., & Fredericks, E. (2011). Information Use in NPD: An Initial Exploratory Empirical Test in the Chemical Industry, Journal of Product Innovation Management, 28 (4) 485-502.
Zahay D., Scovatti, C., Peterson, R. and Domagalski, S. (2010). Identifying and Assessing Fundamental Competencies: What Does it Mean to be a Direct and Interactive Marketer, Journal for the Advancement of Marketing Education, 17 (Winter), 52-62.
Zahay, D. L. & Griffin, A. (2010). Marketing Strategy Selection, Marketing Metrics and Firm Performance, Journal of Business & Industrial Marketing., 25 (2) 84-93.
White, T., Zahay, D. L., Thorbjornsen, H., & Shavitt, S. (2008). Getting Too Personal: Reactance to Highly Personalized Email Solicitations. Marketing Letters, 19 (1), 39-50.
Zahay, D. L. & Peltier, J. (2008). Interactive Strategy Formation: Organizational and Entrepreneurial Factors Related to Effective Customer Information Systems Practices in B2B Firms. Industrial Marketing Management, 37 (2), 191-205.
Peltier, J., Schibrowksy, J. A. , Schultz, D. E. , & Zahay, D. L. (2006). Interactive IMC: The Relational Transactional Continuum and the Synergistic Use of Customer Data. Journal of Advertising Research, 46 (2), 146-159.
Payton, F. C. & Zahay, D. L. (2005). Why Doesn't Marketing Use the Corporate Data Warehouse? The role of trust and quality in adoption of data-warehousing technology for CRM applications. Journal of Business & Industrial Marketing, 20 (4/5), 237-244.
Zahay, D. L., Peltier, J., Griffin , A., & Schultz , D. (2004). The Role of Transactional versus Relational Data in IMC Programs: Bringing Sales and Marketing Data Together. Journal of Advertising Research, 44 (1), 3-18.
Zahay, D. L. & Griffin, A. (2004). Customer Learning Processes, Strategy Selection, and Performance in Business-to-Business Service Firms. Decision Sciences (Journal of), 35 (2), 169-203.
Zahay, D. L., Griffin , A., & Fredericks, E. (2004). Sources, Uses, and Forms of Data in the New Product Development Process. Industrial Marketing Management, 33, 657-666.
Zahay, D. L. & Handfield, R. (2004). The Role of Learning in Adoption of B2B Technologies. Industrial Marketing Management, 33, 627-641.
Payton, F. & Zahay, D. L. (2003). Understanding Why Marketing Doesn't Use the Corporate Data Warehouse for CRM Applications. Journal of Database Marketing, 10 (4), 315-326.
Zahay, D. L. & Griffin, A. (2003). Information Antecedents and Consequences of Personalization and Customization in Business-to-Business Service Markets. Journal of Database Marketing, 10 (3), 255-271-326.
Highlights of Campus Involvement
Just arrived in the Fall of 2013, excited to be here and am taking students to several networking/education events this fall with professional associations in my areas of expertise.