Debra J. Ringold

JELD-WEN Professor of Free Enterprise

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Contact Information

900 State Street
Salem  Oregon  97301

"A healthy respect for consumers, and a genuine dedication to serving them, underpins marketing as a managerial philosophy. It also serves as the foundation for successful careers in management, whether in business, government, or nonprofit organizations."


Debra J. Ringold is JELD-WEN Professor of Free Enterprise, Atkinson Graduate School of Management, Willamette University. She teaches courses in public, not-for-profit, and private sector marketing, marketing research, marketing communications, marketing strategy, and marketing and public policy.  Debra was honored as the Administrator of the Year at Willamette University in 2005.  Her teaching awards include the United Methodist Award for Exemplary Teaching and Community Service (in 2002) and the Jerry E. Hudson Distinguished Teaching Award (in 1997).

Her research has appeared in the Journal of Marketing, Journal of Public Affairs, Journal of Public Policy and Marketing, Journal of Advertising, Journal of Macromarketing, Journal of Consumer Policy, Advances in Public Policy and Marketing, Psychology and Marketing, American Behavioral Scientist, Journal of the Association for Consumer Research, and numerous conference proceedings including Advances in Consumer Research.  Debra, with Janis K. Pappalardo, is the 2004 recipient of the Thomas C. Kinnear/Journal of Public Policy and Marketing Award for outstanding research.

Debra has served on the editorial board of the Journal of Public Policy and Marketing since 1991 and completed a three year term as its Associate Editor in 2009.  She serves as well on the editorial boards of the Journal of Advertising and the Journal of Consumer Affairs. She was elected to the Board of Directors of the 38,000 member American Marketing Association in 2000. She ended her term as Chairperson of the AMA Board in July 2007. In 2007, Debra was invited to join the U.S. Census Advisory Committee and served in that capacity for two years.

Her recent consulting clients include the U.S. Federal Trade Commission, Canadian Broadcasting Corporation, Anheuser-Busch Companies, U.S. Food and Drug Administration, and Hewlett Packard.  Debra’s executive education clients include, among others, the Foundation for Medical Excellence, State Farm Insurance Companies, and Hewlett Packard.


A sound understanding of marketing will increase the likelihood that you will make a significant contribution to your organization and its customers. To some, marketing is the function that identifies customer needs and wants, determines which target markets to serve, and designs appropriate products and services for these markets. While this sounds reasonable, marketing is much more than a function - it is a philosophy that can guide the entire organization.

Marketing is a process by which individuals and groups obtain what they need and want through creating and exchanging ideas, products or services. Our goal is to teach you to integrate the customer into the design and delivery of valuable products and services while creating real substance in customer relationships. A healthy respect for consumers, and a genuine dedication to serving them, underpins marketing as a managerial philosophy. It's also the foundation for successful management careers.


  • Ph.D., University of Maryland
  • M.B.A., Southern Illinois University
  • B.A., Texas Tech University

Areas of Instruction

Research for Marketing Decisions, Integrated Marketing Communications, Seminar in Marketing and Public Policy, Strategic Marketing for Nonprofit Organizations

Research Interests

Economics of Information

Selected Professional Activities

  • Executive Council Member, Network of Schools of Public Policy, Affairs, and Administration (NASPAA)
  • Past Board Member, Oregon Women MBAs
  • Past Board Member, Greenlight Greater Portland (2008-2009)
  • Past Member, U.S. Census Bureau Advisory Council (2008)
  • Past Chairperson of the Board of Directors, American Marketing Association (2007)
  • Past Member of the Board of Directors, American Marketing Association Foundation
  • Past Vice President for Teaching & Information Dissemination, American Marketing Association
  • Past Chair and Board Member, Marketing and Society Special Interest Group of the American Marketing Association.
  • Editorial Board, Journal of Public Policy and Marketing, and Journal of Advertising.
  • Consulting Experience: Anheuser-Busch Companies, Canadian Broadcasting Corporation. U.S. Food and Drug Administration, Hewlett-Packard.

Selected Publications

Ringold, D.J. (2016), “Assumptions about Consumers, Producers, and Regulators:  What They Tell Us about Ourselves,” Journal of the Association for Consumer Research, 1 (3), 341-354.

Maltz, E., Thompson, F. and Ringold, D.J. (2011), "Assessing and maximizing corporate social initiatives: a strategic view of corporate social responsibility," Journal of Public Affairs, 11 (n/a), 384-392.

Ringold, D.J. (2008), "Le Mieux Est L'ennemi Du Bien," Journal of Public Policy and Marketing, 27 (2), 197-201.

Ringold, D.J. (2008) “Responsibility and Brand Advertising in the Alcohol Beverage Market: The Modeling of Normative Drinking Behavior,” Journal of Advertising, 37 (1), 127-141.

Ringold, D.J. and B. Weitz (2007), “The American Marketing Association Definition of Marketing: Moving from Lagging to Leading Indicator,” Journal of Public Policy and Marketing, 26 (2), 251-260.

Ringold, D.J. (2006), “The Morality of Markets, Marketing, and the Corporate Purpose,” in Does Marketing Need Reform?, Jagdish N. Sheth and Rajendra S. Sisodia, eds., Armonk, NY: M.E. Sharpe, 64-68.

Ringold, D.J. (2005), “Vulnerability in the Marketplace: Concepts, Caveats, and Possible Solutions,” Journal of Macromarketing, 25 (2), 202-214.

Ringold, D.J. (2002), “Boomerang Effects In Response to Public Health Interventions: Some Unintended Consequences in the Alcoholic Beverage Market,” Journal of Consumer Policy, 25 (1), 27-63.

Pappalardo, J.K. and D.J. Ringold (2000), "Regulating Commercial Speech in a Dynamic Environment: Forty Years of Margarine and Oil Advertising Before the NLEA," Journal of Public Policy and Marketing, 19 (1), 74-92.

Willamette University

Atkinson Graduate School of Management

Salem Campus

900 State Street
Salem Oregon 97301 U.S.A.

Portland Center

200 SW Market Street, Suite 101
Portland Oregon 97201 U.S.A.

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