Ned Roberto Asian Institute of Management, Philippines
Prof. Ned Roberto is the Coca-Cola Foundation Professor in International Marketing at the Asian Institute of Management in Metro Manila, Philippines. His teaching and research areas of interest include basic marketing, marketing research, social marketing, social marketing research, and consumer behavior. He has also taught at the Northwestern University’s Kellogg Graduate School of Management Chicago Campus and at the Euro-Asia Centre of INSEAD Macau and Singapore programs.
Prof. Roberto is currently the chairman and president of Roberto & Associates, Inc., a marketing research and consulting agency, and sits on the board of directors of several corporations. He is on the Editorial Board of the International Journal of Research in Marketing. He was the 1985 president of the Marketing and Opinion Research Society of the Philippines (MORES), and the recipient of the Philippine Marketing Association AGORA Award for Achievement in Marketing Education in 1983.
Prof. Roberto has authored seven books: two marketing research textbooks -- Applied Marketing Research and User-Friendly Marketing Research; two social marketing books – Strategic Decision Making in a Social Program and Social Marketing: Strategies for Changing Public Behavior (co-authored with Philip Kotler); a market segmentation book – Strategic Market Segmentation and A Guide to the Socio-Economic Classification of Filipino Consumers; and a local governance book – Making Local Governance Work. In 1975, he wrote the first social marketing book -- Strategic Decision Making in a Social Program, published by Lexington Books of Massachusetts (USA). He has also published several articles on marketing and social marketing in international journals and has contributed chapters in major books of readings in the field of marketing.
Before joining the Institute, Prof. Roberto was executive vice president of Consumer Pulse Inc., the ASEAN's largest survey research organization; vice president of Media Pulse, Inc.; and executive director of the International Council for the Management of Population Programmes (ICOMP).
He has done extensive consultancy work region-wide for national and transnational corporations and multilateral agencies. In the Philippines, he has been consultant for marketing planning, product management and marketing research to practically all the leading multinational corporations in the consumer goods, pharmaceutical, household products, beverage, cosmetics, processed food, banking, advertising, and airline industries. He has consulted overseas for several major multinational corporations in Australia, Hong Kong, Indonesia, Japan, Malaysia, Singapore, Thailand, and Taiwan. He has also been involved in social marketing planning and research, consulting for such international organizations as the World Bank, the UN Fund for Population Activities, the International Labour Organization, the UN Development Programme, the Asian Development Bank, the Ford Foundation, the International Development Research Centre, the Population Council, and the UN Economic Commission for Asia and the Far East.
Prof. Roberto received his Doctor of Philosophy in Marketing and a Master in Business Administration from The Kellogg Management School of Northwestern University (1973).