Bill Dillon

The Herman W. Lay Professor of Marketing
Senior Associate Dean

PhD, Marketing, Statistics, City University of New York
MBA, Marketing, Statistics, City University of New York - Bernard M. Baruch College
BA, Economics, City University of New York - Hunter College


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  • Bio

    William R. Dillon is the Herman W. Lay Professor of Marketing and professor of statistics at the Cox School of Business, Southern Methodist University (SMU).  He also serves as senior associate dean.  He received his PhD in marketing and quantitative methods from the City University of New York.  His articles have appeared in the Journal of Marketing Research, Journal of the American Statistical Association, Marketing Science, Journal of Consumer Research, Management Science, and the Journal of Marketing.  He has also published four books, (Essentials of Marketing Research, Marketing Research in a Marketing Environment, Discrete Discriminant Analysis, and Multivariate Analysis: Methods and Applications), the latter two of which appear in the prestigious Wiley Series in Probability and Statistics. 

    Professor Dillon currently serves on the editorial review board of the Journal of Marketing Research and Marketing Letters, and has also served on the editorial board of Marketing Science.  For the 25 year period, 1982-2006, he is ranked 17th in the world in terms of the number of publications appearing in the Journal of Marketing Research, Journal of Marketing, and Journal of Consumer Research.  Recently, his article “Understanding What‘s in a Brand Rating: A Model for Assessing Brand and Attribute Effects and Their Relationship to Brand Equity” received the 2001-2002 "Paul E. Green Award", which is given each year to the paper published in the Journal of Marketing Research during the previous year that shows or demonstrates the most potential to contribute significantly to the practice of marketing research and research in marketing.

    Over the years Professor Dillon has consulted for a number of national and multinational firms.  In 1994 he co-founded Marketing and Planning Systems (MaPS), a Boston-based marketing research consulting firm, which now employs over 80 marketing research professionals.  Clients include AT&T, Coca-Cola, American Express, IBM, UPS, Walt Disney Co., ESPN, Avon, Wal-Mart, HBO, Pfizer, Monsanto, Heineken, The Home Depot, The Campbell Soup Company, Pepperidge Farms, PayPal and Microsoft.  In July 2004, MaPS was acquired by Millward Brown.  Millward Brown is part of the Kantar Group, which is a division within WPP.

  • Teaching

    MKTG 6201 Marketing Management
    BA 6324 Fundamentals of Marketing
    MKTG 6223 Understanding What Customers Value
    MKTG 6273 Customer Value and Pricing Analytics
  • Research

    Dillon's general areas of interest include segmentation, positioning, market structure and issues related to the use of latent class/mixture models and covariance structure models.  His recent interests center on dynamic structural equation models, models for measuring brand equity, consumer-product relationships, and customer engagement optimization.
  • Select Publications

    Category Positioning and Store Choice: The Role of Destination Categories,” Marketing Science, coauthored with Richard A. Briesch and Edward J. Fox, (May-June 2013), Vol. 32 No. 3 pp. 488-509.

    Dynamic Multilevel Covariance Structure Models in the Presence of Heterogeneous Cross-Sectional Samples,” coauthored with Joonwook Park, Seokoo Lee and Seoil Chaiy, (2015), working paper.

    Getting the Most Out of Customer Satisfaction Tracking: A Dynamic Multilevel Structural Equation Model of Key Performance Metrics,” coauthored with Joonwook Park, Seokoo Lee and Seoil Chaiy, (2015), working paper.

    A Model of Multi-Store Shoppers’ Buying Decisions,” coauthored with Edward J. Fox and John H. Semple, (2015), working paper.