Shapiro, Benson P.

Biography

Benson P. Shapiro is a well-known authority on marketing strategy and sales management with particular interests in pricing, product line planning, and marketing organization. He is also the Malcolm P. McNair Professor of Marketing Emeritus at the Harvard Business School where he taught full-time from 1970 to 1997. Since 1997, Professor Shapiro has concentrated his professional time on consulting, speeches, boards of directors, and writing. In the recent past, he has taught in several Harvard executive programs including the Aligning Strategy & Sales, CEO Program, Young Presidents’ Program, and Business Marketing Strategy, and has chaired the Sustainable Marketing Leadership for Mid-Sized Businesses Program. He also has chaired custom executive programs for the Young Presidents’ Organization on Sustainable Market Leadership, Business-to-Business Pricing, Go-To-Market Strategies, and “Jump Start Your Profit Growth.”

He has served as a consultant to well over 300 companies including startups, medium-size firms, and large international corporations. And, he has participated in well over 170 executive education programs outside of Harvard for corporations and associations. During his 27 years on the full-time Harvard faculty, he taught a wide variety of MBA courses including Industrial Marketing, Sales Management, Creative Marketing Strategy, Integrated Product Line Management, and participated in many executive programs. Professor Shapiro has also held many administrative positions including Senior Associate Dean for Publications, Research Director, Head of the Required MBA Marketing Course, Chair of the First Year of the MBA Program, and Faculty Chair for Strategic Marketing Management, a two-week program for senior marketing executives. He is the author, co-author or editor of 14 books, and 19 Harvard Business Review articles including "Leveraging to Beat the Odds: The New Marketing Mind-Set," "What the Hell is 'Market Oriented'?," "Manage Customers for Profits, Not Just Sales" and "Staple Yourself to an Order". Professor Shapiro holds a BSE (Chemical Engineering) from the University of Michigan as well as MBA (with distinction) and DBA degrees from Harvard.

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