Caroline Le Bon

Caroline Le Bon

Assistant Professor

Marketing Minor Director

 
Education
  • Ph.D. in Marketing, University Paul Cezanne Aix Marseille, France, 2011
  • Master of Science in Marketing, University Paris Sorbonne, France, 2005
  • Postgraduate Degree in Luxury Brand Marketing and International Management, Cartier Chair Marketing Institute - Sup de Luxe, France, 1993
  • Master in Retail Management, Logistics and Negotiation, University Paris Dauphine, France, 1992
  • Bachelor of Arts in Applied Economics, University Paris Dauphine, France, 1991  

Professional Experience

Before joining academia, I spent 10 years as a buyer for the leading French department store, Galeries Lafayette - Paris. I oversaw the selection, negotiation, and procurement for national and international brands and was responsible for sales revenues, prices, margins, promotional activities, and inventory management in the accessories, women and then men department.         

Research Spotlight

To envision marketing not just as a simple tool to sell something, but as a means to better satisfy consumers, develop trust, and establish loyalty.

Research

In my research, I consider and analyze the changes in companies’ marketing strategies. I have published an article explaining how fashion brands and stores use diverse strategies to present their products and increase repeat exposures to convince customers to purchase their fashion items. I also wrote a book on fashion marketing discussing strategies companies use to increase fashion products success globally.

Le Bon Caroline, Merunka Dwight (2017), Uncovering and Understanding the Influence of Repeated Exposure on Fashion Products Adoption”, Journal of Marketing Development and Competitiveness, Vol 11(3).

Le Bon Caroline (2015), “Fashion Marketing: Influencing Consumer Choice and Loyalty with Fashion Products”, New York, NY: Business Expert Press.

Teaching

My teaching focuses on the study of national and international marketing strategies. I like to explain to my students the strength of data analysis, the development of tailored communication, the influence of different strategies on consumer behavior. In the end, I want them to be able to grasp the power of marketing that can help make a difference in the marketplace and for the consumers.

BUS 223 Marketing Research Methods

BUS 224 Digital Marketing 

BUS 294 International Marketing

BUS 323 Consumer Behavior

BUS 351 Advertising

Fun stuff

Cooking is one of my passions. I am from France, so it is part of my roots!