Bio: Kirk L.Wakefield

Since arriving at Baylor University in 2002 as Chair of the Marketing Department (2002-2008), Professor Wakefield has planned, initiated, and successfully executed plans for the creation and development of three unique programs housed in the Department of Marketing, including the Sports Sponsorship & Sales program and its advisory board of 35 major league teams, the Music & Entertainment Marketing program with its own student-run record label (www.uproarrecords.com) and entertainment company, and the $5 million endowment from Gary Keller for the Keller Center for Residential Real Estate Marketing.

In 2010, Dr. Wakefield was named the Edwin W. Streetman Professor of Retail Marketing in the Hankamer Business School at Baylor University. Partnering with Dan Migala, Kirk co-publishes and serves as editor of The Migala Report. Building upon his work in sponsorship ROI measurement, Dr. Wakefield engages in Sponsorship Summits for properties and is affiliated with Socratic Technologies and Brand Asset Consulting as a consulting scholar.

Dr. Wakefield’s research in retailing covering almost two decades focuses primarily upon consumer response to pricing and promotional tools. This work appears in the Journal of Retailing (1993, 1996, 1998, 2003), Journal of Marketing (2007, 2010), Journal of Consumer Research (2010), and the Journal of the Academy of Marketing Science (2011), among others. His research measuring consumer response to sports sponsorships can be found in the Journal of Advertising Research (2006) and Journal of Advertising (2007, 2010). Dr. Wakefield has received awards for his research published in the Journal of Retailing (2003), Journal of Personal Selling & Sales Management (2006), and Journal of Marketing (2007). In addition, drawing from his experience working with scores of professional and collegiate sports teams and related research, Dr. Wakefield has written Team Sports Marketing, published by Elsevier (2006). Dr. Wakefield serves on the Editorial Review Board of the Journal of Sport Management, where his early work on the measurement of sportscapes appears (1995, 1996).

Kirk received his degrees from Southwest Baptist University (BBA, 1980), Baylor University (MBA, 1981), and Saint Louis University (Ph.D., 1991). Prior to arriving at Baylor as Chair of the Marketing Department, Kirk spent 11 years at Ole Miss in Oxford, MS, where he was promoted to Associate Professor and acted as the Marketing Area Coordinator.   Kirk’s wife, Robin Wakefield, is an Associate Professor of Management Information Systems at Baylor University. Kirk and Robin have three children, John Kirk (JK), Lane, and Whitney.

Contact Kirk:  254-710-4267 ; Kirk_Wakefield@Baylor.edu