On his recent sabbatical, Dr. Kopp conducted research on brand equity and began a program of writing in this area. The research emanates from his teaching (Advertising, Consumer Marketing, executive programs) and his prior business experience in brand management at Richardson-Vicks, Hertz Corporation, and Royal Business Machines. His articles have appeared in Journal of Consumer Marketing, Journal of Advertising Research, and Journal of Retailing. Dr. Kopp has authored two trade books for American Management Association: How to Write a Marketing Plan (with David Hennessey) and How to Design Successful Sales Promotions. His most recent publications are Total Quality Management (John Wiley, 1996, coauthored by seven members of the Babson faculty) and the case study, WFNX-101.7FM: Fighting Boston's Radio Wars. Dr. Kopp served as Marketing Division Chair (1996-99). Areas of expertise include: Marketing, Advertising, Brand Equity and Consumer Marketing.
