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Kim Saxton - Indiana University, Kelley School of Business. Indianapolis, IN, US

Kim Saxton Kim Saxton

Clinical Professor of Marketing | Indiana University, Kelley School of Business

Indianapolis, IN, UNITED STATES

Kim Saxton is a marketing strategy professor who believes marketers should make data-driven decisions to improve their effectiveness.


Secondary Titles (2)

  • Director, IMAGE (Innovative Marketing and AdvertisinG Enterprise)
  • Emerging Programs Faculty Coordinator



Kim Saxton is a marketing strategy professor who believes marketers should make data-driven decisions to improve their effectiveness. She earned a B.S. in marketing from MIT, reinforced by an MBA and Ph.D. in marketing from Indiana University.

Saxton has 30 years of experience in competitive intelligence, market research and marketing. She has provided insights to the decision-making of a variety of Fortune 500 firms. Today, companies engage her to help them improve their data-driven decision-making, especially in digital marketing approaches. Saxton has published broadly on new data analysis techniques, advertising effectiveness and growth trajectories for startups.

Industry Expertise (4)

Market Research

Direct Marketing


Consumer Services

Areas of Expertise (10)

Marketing for New Ventures

Competitive Intelligence Systems

Marketing Automation

Content Marketing

Customer Segmentation and Advertising Strategies to Segments

Data-Driven Marketing

Branding and Corporate Reputation

Digital Marketing

Database Marketing

Marketing Strategy

Education (3)

Indiana University: Ph.D. 1996

Indiana University: MBA 1996

MIT Sloan School of Business: B.S. 1984

Media Appearances (8)

A look back at the Super Bowl ads

FOX59  tv


Kim Saxton joins FOX59 to discuss the most talked-about ads of the night.

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Bill pursues equal pay for women



Saxton discusses a bill proposed in Indiana that focuses on equal pay.

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The art and science of marketing

Quantifi  online


Quantifi's podcast, The New New Thing, talks with Kim Saxton about the art and science of marketing, why she left corporate America for the classroom, and how so many companies get marketing segmentation wrong.

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Kelley School of Business at IUPUI has partnered with Talent Nexus to provide mentoring for women

IUPUI Newsroom  online


"Our goal is to inspire women to find their own true success. We believe this partnership with Talent Nexus is the next step in enabling them to be a successful part of the business community," said Kim Saxton, clinical associate professor of marketing at Kelley Indianapolis. "Your network is critical, whether that's finding your first job out of college or later in your career as you seek quality employees. Research shows women tend to deprioritize the practice of seeking out mentors."...

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Professor of the Month: Kim Saxton

Stukent  online


Professor Kim Saxton graduated with a Marketing degree from MIT. After many years in the industry, then later furthered her studies, earning an MBA and then a PhD from the Kelley School of Business at Indiana University where she currently teaches. She’s been teaching at the Kelley School for 12 years now and has been a Clinical Associate since 2012...

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Carvana expands to Indy, aims for online used-car market

Indystar  online


'Kim Saxton, a clinical associate professor of marketing with the Kelley School, was skeptical about Carvana’s model and said customers aren’t likely to flock to buying used cars solely online. Carvana would need more name recognition before people would feel comfortable making such a large purchase online.'

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Why are fewer Americans watching the Olympics this year?

The Christian Science Monitor  online


'“There’s been incredible fragmentation in media, even since 2012,” says Kim Saxton, a professor of marketing at Indiana University's business school. “The same number of bodies are watching, just not in traditional TV spaces.”'

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Indiana University experts available to discuss issues surrounding 2016 Summer Olympics

IU Bloomington Newsroom  online


'"To be a world-class athlete requires years and years of training, which is expensive. Athletes seek sponsorships early in their careers. Over time, they become extremely loyal to those brands, in part because of the support they receive and also because they've gotten used to those products in their training. They want to show their support when they are on the Olympic stage, too," said Kim Saxton, a clinical associate professor of marketing at the IU Kelley School of Business in Indianapolis.'

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Articles (4)

Uncertainty and Social Exchange Theory: Venture Advocate Behaviors and the Emerging Enterprise

Strategic Entrepreneurship Journal

2016 Venture founders rely on the help of others in their community to move their emerging enterprises forward. While these helping behaviors, here called venture advocate behaviors (VABs), are critical for founders with limited resources, they have received little theoretical or empirical attention. We explore VABs and develop propositions regarding a venture advocate's propensity to engage in such behaviors. Using social exchange theory, we examine how reciprocity between different actors, including paying back and paying forward, and other factors promote VABs.

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Adding Badging to a Marketing Simulation to Increase Motivation to Learn

Marketing Education Review

2015 Badging has become a popular tool for obtaining social recognition for personal accomplishments. This innovation describes a way to add badging to a marketing simulation to increase student motivation to achieve the simulation’s goals. Assessments indicate that badging both motivates students to perform better and helps explain students’ perceived learning in a marketing course that uses a simulation.

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Differently Positioned Marketing Communications: Should Marketers Leverage Different Messages for Different Target Segments for the Same Product?

Journal of Advertising Research

2015 A fundamental principle of marketing suggests that optimal marketing effectiveness results from designing and positioning a product specifically to attract a particular targeted market segment. But many companies want their product to appeal to more than one consumer segment at the same time. In this study, the authors investigated whether video-game marketers should leverage different messages for different target segments for the same product. They found that purchase intentions were enhanced when a segment saw its dedicated advertisement after seeing the other segment's advertisements. Further, this enhancement happened not only from internal processes but also because the advertisements interacted.

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Rx for Brand Consistency: Should Pharmaceutical Marketers Send Different Messages to Physician and Consumer Audiences?

Journal of Advertising Research

2011 Pharmaceutical marketers in the United States wrestle with an interesting dilemma: should they maintain similar advertising across their two target audiences—physicians and patients—or should they customize advertising for each? This study explores the relationship between advertising similarity and advertising effectiveness. It finds that similarity of advertising message strategy is unrelated to advertising effectiveness while advertising execution-similarity is negatively related. This pattern of effects holds even when patients are the drivers of brand choice. These findings reinforce the idea that advertising should be finely honed to target customers' needs even when two different customers interact in brand choice.

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