Kenneth Bernhardt
Chairman
Department of Marketing
Robinson College of Business

K E N N E T H   B E R N H A R D T
Chair & Taylor E. Little, Jr. Professor, Department of Marketing

Ken Bernhardt is Regents Professor, Taylor E. Little Jr. Professor of Marketing and chair of Robinson's marketing department. He has been a member of the faculty since 1972 and first served as marketing department chair from 1989 to 1993. Bernhardt teaches courses in strategic marketing management and consumer behavior. During 1983-84, he was a visiting professor at the Harvard Business School. He has also taught at the University of Michigan and Virginia Tech (V.P.I.), and has served as Visiting Research Professor at the Marketing Science Institute in Cambridge, MA.

Bernhardt has served as Consumer Research Advisor at the Federal Trade Commission. He has also done consulting and research assignments for a number of organizations including BellSouth, IBM, Chick-fil-A, UPS, The Federal Trade Commission, Kimberly-Clark Health Care, Holiday Inn, Southern Mills, Coca-Cola, Snapper, Information America, CheckFree, and several law firms.

He serves on the Boards of Directors of the American Marketing Association, the Atlanta Convention and Visitors Bureau, Junior Achievement of Georgia, and the Georgia State University Foundation. He is a former Chair of the U.S. Census Bureau Marketing Advisory Committee.

Here, Ken Bernhardt talks about the true meaning of marketing and how businesses approach marketing differently today than five years ago. He also discusses the Marketing Award for Excellence which he developed in 1993.

	Many people think of marketing as just promotion or just advertising. Can you tell us how best to define marketing?	Video (0:53)
	How do businesses approach marketing today vs. five years ago?	Video (0:41)
	You founded the MAX Awards at Robinson. What are the Awards all about?	Video (0:54)
	Talk about some of the past winners and what made them so innovative.	Video (1:16)

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