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Kirk L. Wakefield

Kirk L. Wakefield's picture

Since arriving at Baylor University in 2002, 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 25 major league teams, the Music & Entertainment Marketing program with its own student-run record label ( and entertainment company, and the $5 million endowment 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.

Dr. Wakefield’s research in retailing covering almost two decades focuses primarily upon fan and consumer response to pricing and promotional tools. This work appears in the Journal of Retailing (1993, 1996, 1998, 2003), Journal of Marketing (2007, 2010), and Journal of Consumer Research (2010), 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) and now available online at .

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.

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