David Rosenthal

Professor Emeritus



Academic Background

  • D.B.A. University of Virginia, 1982
  • M.B.A. Southern Illinois University, 1975
  • B.S. University of Pennsylvania, Economics, 1974

Academic & Professional Experience

  • Professor, Marketing, Miami University, 2002
  • Assistant Professor, Marketing, Miami University, 1980
  • Associate Professor, Marketing, Miami University, 1986

Recent Publications

  • Rosenthal, David W.,"Daktronics (B): The Large Sports Venue Channel," Case Research Journal, Volume: 32 Issue: 4 (Fall 2012).
  • Rosenthal, David W. and David Shrider,"Calibre Systems, Inc.: An Employee-Owned Company," Business Case Journal, Volume 19, Issue 2, Summer 2012,
  • Rosenthal, David W. and Brett Smith,"Freestore Foodbank - Liberty Pantry Project: An Opportunity for Social Entrepreneurship?", Case Research Journal, Volume 31, Issue 4, Fall 2011.
  • Rosenthal, David W., "East Central Ohio Freight," Case Research Journal, Winter 2009.
  • Baucus, M.S., S.E. Human, T. Clark and David W. Rosenthal, "P&G Is Selling Oxydol," Entrepreneurship Theory & Practice, December, 2009.
  • Rosenthal, David W., "Reflexite Corporation: An Employee-Owned Company," Case Research Journal, Winter, 2008.
  • Coley, Linda Silver and David W. Rosenthal, "Martha Davis: Creating a Learning Environment", in Case Research Journal, Winter, 2007.
  • Rosenthal, David W., "Total Quality Logistics: Sales Force Management", in Case Research Journal, Winter, 2006.
  • Rosenthal, D. W. & Smith, B. R. (2005). "A Disservice to Students." Case Research Journal, 25 (1).
  • Rosenthal, D. W., Rohm, A. J., & Boyd, T. C. (2001). "Lady Foot Locker: The Lobo Launch." Case Research Journal, 21 (3).
  • Rosenthal, D. W. & Brown, L. G. (2000). Book: Cases In Strategic Marketing, Englewood Cliffs, NJ: Prentice-Hall.
  • Rosenthal, D. W., Moberg, C. R., & Twells, R. W. (2000). "The Heater Meals Company: A Hot in the Dark." Business Case Journal, 8 (1).
  • Rosenthal, D. W., Barr, T. F., & Brenner, J. (2000). "WTVQ: The Rosie O'Donnell Show." Business Case Journal.
  • Rosenthal, D. W., Crespy, C., & Stearns, J. (1999). "Change and Growth: Advances in the Use of Cases in Marketing." Marketing Education Review.

Honors & Awards

  • 2010: Miami University Associated Student Government Honored Professor
  • 2005: Fellow, North American Case Research Association
  • 2004: Farmer School of Business Teaching Excellence Award, Miami University
  • 2002: Associated Student Government Outstanding Professor (2002), Miami University.
  • 2001: CELT Award for Excellent Teaching, Miami University.
  • 1999: Associated Student Government Honored Professor (2010, 1999, 1989), Miami University.
  • 1998: Alumni Enrichment Award (1998), Miami University.
  • 1997: Phillip R. Shriver Award for Sustained Excellence in Teaching (1997), Miami University.
  • Associated Student Government Honored Professor, Miami University.
  • 1988: Effective Educator Award, Miami University.

Professional Interests

  • Research: Strategy, Sales Management, Focus Group Research, Case Research
  • Teaching: Strategy, Sales, Sales Management

Areas of Expertise

  • Business strategy
  • Case research
  • Focus group research
  • Marketing strategy
  • Sales
  • Sales management
  • Sales team process
  • Strategy


Dave Rosenthal's former students say that his insistence that they be organized and prepared for each class session has helped them make the transition from college to workplace. A member of the Department of Marketing faculty since 1980, Professor Rosenthal has been honored with the Miami University Effective Educator Award, the Phillip R. Shriver Award for Sustained Excellence in Teaching, and the Farmer Teaching Excellence Award.

Professor Rosenthal's areas of special interest are marketing strategy, sales, focus group research and case research. He has chaired the School of Business Teaching Effectiveness Committee and serves as the Marketing Department's liaison with the University's Office of Career Services. He recently published his first novel, PURELY ACADEMIC.


  • FALL 2014
  • MKT 301-E 1:00-2:20 TR FSB 0442
  • MKT 405-A 8:30-9:50 TR FSB 1023

Contact Information

Office Hours

  • 9:00-12:00 MWF
  • 1:00-4:00 MWF
  • 3:00-5:00 TR
  • or by appointment


* Accessible version of PDF available upon request.