edition, Kotler, Philip and Kevin Lane Keller, Upper Saddle River, NJ: Prentice-Hall.
Peer-reviewed Journal Articles and Proceedings
Levens, Michael P. (2010), “Lifestyle bundles: A between-category product evaluation study of affluent consumer behavior,” Journal of Applied Marketing Theory, Vol 1, No. 1, pp. 45-66.
Levens, M. (2010), “The influence of increasing transaction price to facilitate direct charitable contribution on consumer product choice,” Association of Marketing Theory and Practice Conference Proceedings, Hilton Head, SC.
Levens, Michael P. (2008), “Affluent consumer evaluation of major capital goods bundles: A conjoint-based segmentation approach,” Association of Marketing Theory and Practice Conference Proceedings, Savannah, GA.
Note: Best Paper in Track Award
Levens, Michael P. (2006), “Marketing lifestyle bundles to affluent consumers,” American Marketing Association Conference Proceedings, Chicago, IL.
Levens, Michael P. (2005), “Selling a lifestyle: Towards a theory on bundled luxury for affluent consumers,” Canadian Marketing Association Conference Proceedings, Toronto, Canada.
Levens, Michael P. (2004), “If you build it, they will come: How to create actionable segmentation,” American Marketing Association Conference Proceedings, New Orleans, LA.
Levens, Michael P., Jarman, M. and S. Shook (2004), “GM transitions traditional tracking to the Internet,” Advertising Research Foundation Conference Proceedings, New York, NY.
Levens, Michael P. (2002), “Formalizing new product development to support business growth,” American Marketing Association Conference Proceedings, Chicago, IL.
Note: Featured Topic
Un-refereed White Papers
Levens, Michael P. (2005), “A survey of contemporary applications of product bundling” General Motors White Paper, Detroit, MI.
Levens, Michael P. (2005), “An assessment of conjoint analytical techniques in social science” General Motors White Paper, Detroit, MI.
Levens, Michael P. (2004), “Evaluating contemporary brand valuation methodologies to maximize business performance” General Motors White Paper, Detroit, MI.
Levens, Michael P. (2004), “Evaluating marketing mix optimization theories and applications” General Motors White Paper, Detroit, MI.
Levens, Michael P. (2004), “Evaluating brand marketing opportunities in Hispanic, African-American, and Asian youth segments” General Motors White Paper, Detroit, MI.
Levens, Michael P. (2003), “Evaluating television advertising effectiveness across diverse message objectives” General Motors White Paper, Detroit, MI.
Levens, Michael P. (2003), “An evaluation of multi-country market segmentation methodologies” General Motors White Paper, Detroit, MI.
Levens, Michael P. (2003), “A study of advertising and its affect on consumer brand evaluation” General Motors White Paper, Detroit, MI.
Levens, Michael P. (2003), “An assessment of global brand protection strategies: A focus on quantification and counteraction” General Motors White Paper, Detroit, MI.
Levens, Michael P. (2003), “Evaluating the viability of using Internet data collection modality for consumer brand tracking” General Motors White Paper, Detroit, MI.
Pearson Education Marketing Author Blogs
Levens, Michael P. (2011), “Techniques of brand valuation”
Levens, Michael P. (2011), “The challenges of effective brand protection strategies”
Levens, Michael P. (2011), “Understanding brand health”
Levens, Michael P. (2010), “The importance of marketing measurement”
Awards / Honors
Fulbright Specialist Roster, 2010
Chartered Institute of Marketing Fellowship, 2010
Walsh College Scholarship of Discovery Award, 2009
Association of Marketing Theory and Practice Best Consumer Behavior Paper, 2008
American Marketing Association EFFIE Silver Award, 2007
GM Chairman’s Honors Finalist, 2005
GfK AG €25,000 Research Grant, 2005
American Marketing Association EFFIE Bronze Award, 2005
GM Doctoral Sponsorship, 2001 to 2005
GM Vice President’s Award for Excellence, 1996
Global Entrepreneurial Challenge 1st Runner Up, 1995
Graduate Thesis awarded high distinction, 1995
Bond University Academic Scholarship, 1994 to 1995
Undergraduate Thesis awarded a mark of distinction, 1990
National Merit Scholarship Competition Semi-Finalist, 1985
Biography
Dr. Michael Levens is chair of Business Administration and associate professor of Marketing at Walsh College. Dr. Levens has previous service as head of Consumer Research and Innovation at OnStar, brand manager at SAAB, and he has held a variety of marketing leadership positions at General Motors. Dr. Levens has extensive global experience working in 25 countries on five continents and also has award-winning entrepreneurial experience with a business start-up, receiving Global 1st Runner-up honors in the 1995 International Entrepreneurial Challenge (MOOT CORP®).
Educated in the United States and Australia, Dr. Levens holds a Postdoctoral Qualification in Marketing from the A.B. Freeman School of Business at Tulane University, a Ph.D. in Organization and Management (Marketing) from Capella University, an MBA from Bond University, and a B.S. in Management Systems (Marketing) from Kettering University.
His research is focused on affluent consumer behavior and non-traditional bundling strategies. Dr. Levens has conducted more than 100 research projects throughout the world and has presented his research at conferences hosted by the Advertising Research Foundation, American Marketing Association, Association of Marketing Theory and Practice, Automotive Market Research Council, and the Canadian Marketing Association.
Dr. Levens is the author of a Principles of Marketing textbook, Marketing: Defined, Explained, Applied, used by more than 100 colleges and universities across the world and now in its second edition. He regularly provides consulting services to Fortune 100 companies and consults pro bono for major not-for-profits. Dr. Levens is a Fellow of the Chartered Institute of Marketing and has been named to the Fulbright Specialist Roster. He is also active in the American Marketing Association, Detroit Economic Club and MENSA. Dr. Levens has been appointed to three different boards of directors and presently serves as a director and marketing chair of the Eisenhower Dance Ensemble.