John F. (Jeff) Tanner, Jr. is Professor of Marketing and the Executive Director of Baylor University’s Business Collaboratory. He joined the faculty at Baylor in 1988, upon completing his Ph.D. at the University of Georgia. He has published over 70 scientific research articles, and presented over 200 conference papers or posters. Tanner’s work has appeared in the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Personal Selling & Sales Management, and others. Dr. Tanner is also author or co-author of 15 books, including the leading sales text Selling: Building Partnerships, Ninth Edition (McGraw-Hill, 2014), and Principles of Marketing: How Marketing Gets Done (Flat World Knowledge, 2013). His newest book, Analytics and Dynamic Customer Strategy: Big Profits from Big Data (Wiley, 2014), is aimed at marketing execs.
Dr. Tanner has served as a visiting professor at ITESM (Mexico), Université de Montpellier and the IAE/Caen (France), University of West Indies (Trinidad & Tobago), and TABC (Malawi). An active consultant to companies such as SAP, Cabela’s, and Teradata, as well as the federal government, he also serves on the board of directors of several companies and non-profits.
Dr. Tanner and his wife, Karen, breed and race thoroughbred horses at Jett Creek Farm.