Expert Details

Expert in Marketing, Advertising and Marketing Customs and Practices: Deceptive Marketing; Retail, Unfair Business Practices; Deceptive Advertising; Unfair Advertising; Unfair Competition; and IP and Trademarks

Expert ID: 724787 California, USA

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Expert is a Senior Marketing, Business and Advertising expert, since 2002. A Business strategies, Marketing and Advertising problem solver, since 1971; he has been a Marketing Consultant, Expert Witness and Senior Lecturer/Presenter for over two decades. He is deposition-tested and has Federal, State and Mediation experience. Expert has taught marketing, advertising and business strategies since 1975 at night, while working full-time in Marketing, Communication, Global Studies and Advertising. He has worked in big advertising agencies and has had agencies reporting to him as a client.

Expert has owned a marketing consulting firm since 1994. His firm is highly capable of discerning the right mix of strategies, tactics and professionals. A strategic marketing, advertising and media professional, he has worked within companies within advertising agencies -- and, as a client, with several advertising agencies, media buying services, marketing research organizations, design companies, direct marketing/mail, and other marketing firms reporting to him.

Expert is a multi-faceted senior Marketing executive with expertise in creating and delivering marketing, advertising, media, sales, business development, brand integrity, collateral programs, and expert witnessing. He has introduced campaigns that translated strategic marketing plans into tactical sales actions that drove revenue growth, expanded market penetration, partner growth, achieved dominant market share, maximized brand equity, and capitalized on market opportunities.

Expert's recognized strengths include establishing and maintaining executive-level client and strategic partner/alliance relationships. He has strong conceptual and analytical skills alongside the ability to identify new marketing opportunities and market segments. He is a participative leader with excellent skills in cross-functional teambuilding, motivation, quality performance and productivity improvements. He is also an active committee chair, board member and volunteer of the Advertising Club of Los Angeles from 1983 – present, which merged into thinkLA. He is also an active officer in AIEF (Advertising Industry Emergency Fund) which turned into Ad Relief.

Expert has been designated as an expert witness more than 80+ times on matters involving Marketing, Advertising, Trademark, Patent, Promotion, Breach of Contract, Lanham and Robinson-Patman Act violations, and others.

He has consulted on more than a dozen other contract, business practices, trademark, marketing, advertising, media and other cases. He has lent significant litigation support -- approximately
53% plaintiff and 47% defendant cases. He has also provided pre-litigation analysis on pending litigations --
both sides -- and for the state attorney general (California) on multiple cases.

Expert has provided previous expert consultation services for attorneys and law firms in California, Arizona, Washington, New York, Texas, Florida, Nevada, North Carolina, South Carolina, Michigan, Missouri, Pennsylvania, and Utah, along with the American Arbitration Association (AAA) and JAMS (Judicial Arbitration and Mediation Services). Cases have also included contracts between partners, co-founders, directors, boards of directors, management consultants, advertising agencies, clients, advertisers, suppliers, distributors, production firms, and media.

As a consultant, Expert provides marketing consulting, business potential, marketing research, objectives, strategies and tactics to multiple clients. Expert can provide expertise in marketing campaign strategy, advertising, new business development, rollouts, collateral programs, expert witnessing, market penetration, Internet and web marketing, website development, and effectively identifying marketing opportunities for local, national and international business organizations.

Expert may consult nationally and internationally, and is also local to the following cities: Los Angeles, California - San Diego, California - Long Beach, California - Santa Ana, California - Anaheim, California - Riverside, California - Glendale, California - Huntington Beach, California - San Bernardino, California - Chula Vista, California

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Education

Year Degree Subject Institution
Year: 1974 Degree: MBA Subject: Marketing Institution: University of Southern California
Year: 1971 Degree: B.S. Subject: Marketing and Business Administration Institution: University of Southern California
Year: 1983 Degree: Advanced Management Program Subject: Business Administration Institution: Claremont University
Year: 1995 Degree: Advanced Management Program Subject: Business Strategies Institution: University of Southern California
Year: 1974 Degree: The California Community Colleges Instructor Teaching Credential Subject: Business and Industrial Management; Marketing and Distribution Institution: The California Community Colleges / USC

Work History

Years Employer Title Department Responsibilities
Years: 1994 to Present Employer: Undisclosed Title: Senior Managing Partner Department: Marketing / New Business Development Responsibilities: Expert is senior managing partner, Marketing and Advertising expert, owner and operator of the firm for marketing, advertising, creative, media and planning
Years: 1997 to 2001 Employer: (Undisclosed) Title: Marketing Director Department: Marketing Responsibilities: As the Marketing Director, he was responsible for Special Markets and Strategic Partnerships. During this time, Expert created and orchestrated marketing programs.
Years: 1989 to 1994 Employer: (Undisclosed) Title: VP, Marketing and Communications Department: Marketing & Communications Responsibilities: Expert was VP of Marketing & Communications for the Music Center/ the Performing Arts Center of Los Angeles for several years.
Years: 1975 to 1988 Employer: (Undisclosed) Title: SVP / VP Management Supervisor Department: Account Management Responsibilities: He was responsible for marketing planning, execution and implementation. Plus advertising planning, as well as New Business.

Government Experience

Years Agency Role Description
Years: 1977 to Present Agency: California State University, Morthridge Role: Senior Lecturer Description: For over 38 years, he has taught in the graduate and undergraduate programs at the University of Southern California (Annenberg School For Communication and Marshall School of Business), CSUN, Loyola Marymount and Pepperdine University.

International Experience

Years Country / Region Summary
Years: to Present Country / Region: Hong Kong Summary: Marketing and Advertising Seminars; Have conducted Marketing and Business Strategies Classes/Seminars/Workshops/Webinars in USA, China, Hong Kong, Cuba and on the web. The classes, seminars, workshops and webinars have included:
• “Power Marketing & Advertising: Planning, Developing and Executing Global Strategies,” Shanghai, China, 2004
• “Effective & Efficient Marketing, Strategies & Promotions,” California Small Business Success Conferences, May 2007
• “Understanding Branding, Blending Push & Pull Strategies, with Integrated and Global Communication Examples”
• “Best Global Marketing Tips, Techniques & Tactics for Marketing Executives in 2011”
• “Cuba: Insights, Keys and Observations in its Marketing and Advertising,” 2012
• “Global Marketing & Advertising, including Planning, Tips, Tactics and Best Practices”
• American Marketing Association (AMA) CSUN chapter: “Marketing, Branding, Promotion, Advertising, Push & Pull, Integrated Communication & Global Examples,” 2012
Years: 2001 to Present Country / Region: China Summary: Marketing Seminars; Have conducted Marketing and Business Strategies Classes/Seminars/Workshops/Webinars in USA, China, Hong Kong, Cuba and on the web. The classes, seminars, workshops and webinars have included:
• “Power Marketing & Advertising: Planning, Developing and Executing Global Strategies,” Shanghai, China, 2004
• “Effective & Efficient Marketing, Strategies & Promotions,” California Small Business Success Conferences, May 2007
• “Understanding Branding, Blending Push & Pull Strategies, with Integrated and Global Communication Examples”
• “Best Global Marketing Tips, Techniques & Tactics for Marketing Executives in 2011”
• “Cuba: Insights, Keys and Observations in its Marketing and Advertising,” 2012
• “Global Marketing & Advertising, including Planning, Tips, Tactics and Best Practices”
• American Marketing Association (AMA) CSUN chapter: “Marketing, Branding, Promotion, Advertising, Push & Pull, Integrated Communication & Global Examples,” 2012
Years: 2012 to Present Country / Region: Cuba Summary: Marketing Seminars; Have conducted Marketing and Business Strategies Classes/Seminars/Workshops/Webinars in USA, China, Hong Kong, Cuba and on the web. The classes, seminars, workshops and webinars have included:
• “Power Marketing & Advertising: Planning, Developing and Executing Global Strategies,” Shanghai, China, 2004
• “Effective & Efficient Marketing, Strategies & Promotions,” California Small Business Success Conferences, May 2007
• “Understanding Branding, Blending Push & Pull Strategies, with Integrated and Global Communication Examples”
• “Best Global Marketing Tips, Techniques & Tactics for Marketing Executives in 2011”
• “Cuba: Insights, Keys and Observations in its Marketing and Advertising,” 2012
• “Global Marketing & Advertising, including Planning, Tips, Tactics and Best Practices”
• American Marketing Association (AMA) CSUN chapter: “Marketing, Branding, Promotion, Advertising, Push & Pull, Integrated Communication & Global Examples,” 2012

Career Accomplishments

Associations / Societies
Board of Directors - Advertising Club of Los Angeles
Board of Directors/Executive Board Member/Member – Advertising Industry Emergency Fund, now Ad Relief
Board of Directors/V.P. -Westwood Hills Homeowners Association
Chair, Advertising Club of Los Angeles, Summer Internship Program
Media Captain, Partnership for a Drug Free America
Advisory Board of Directors, California Special Olympics
Anti-Fireworks Program, Los Angeles Fire Department
Executive Board Member/Vic President, Park Homes & Lofts HOA
Member, Los Angeles Town Hall
Licenses / Certifications
California Community Colleges State teaching credential #(Undisclosed), 1974 (lifetime)
Awards / Recognition
"Outstanding Citizen Award," Los Angeles City Council ("There's Nothing Cool About Fireworks")
“Polished Apple” Award Recipient, honoring commitment to students at California State University, Northridge
Nominated USC Parents Association Teaching and Mentoring Award
Distinguished Professor California State University, Northridge
Joseph Roos Community Service Award Public Relations Society of America
Extraordinary Service Award, Wilshire Chamber of Commerce
Awards for Best Community Program Publicity Club
Award from California League of Cities
Belding Award, Advertising Club of Los Angeles
PRSA Award
Publications and Patents Summary
Expert has a number of publications regarding advertising, marketing, and media. Plus two marketing blogs.

Additional Experience

Expert Witness Experience
Expert has represented clients as an expert witness 80+ times. Expert has served as a consultant and/ witness for: California Department of Justice; State of Washington, Office of Attorney General; State of California, State Attorney General; Alameda County District Attorney; Monterey County District Attorney; Santa Cruz County District Attorney; Office of the San Diego City Attorney; Office of Los Angeles City Attorney; Alameda Corridor-East Construction Authority on behalf of the San Gabriel Valley Council of Governments; California Alcoholic Beverage Control Board.
Training / Seminars
He has taught in graduate and undergraduate programs for 40+ years. He has taught seminars in Shanghai, Cuba and the United States. My Marketing, Business and Advertising courses, over 79 semesters, have included:
• Business Strategies Development, Execution and Implementation (Final, capstone class in classes in the MBA program at Pepperdine)
• Strategic Marketing
• Marketing Management
• Integrated Marketing Communications (IMC)
• Business Strategies and Implementation
• Business Strategies for Entertainment and Communication Companies
• Integrated Media and Communication Strategies
• Marketing Management
• Integrated Marketing Communications
• Introduction to Advertising
• Marketing Management
• Marketing Management
• Conceptual Foundations of American Enterprise
• Global Communication
Vendor Selection
Expert has worked within Marketing for many years, on both agency and client side. He is highly able to source and locate vendors.
Marketing Experience
Expert has significant, extensive marketing experience, including new product development, marketing and advertising blogs.
Other Relevant Experience
Expert can provide expertise in marketing campaign strategy, advertising, new business development, rollouts, collateral programs, expert witnessing, market penetration, Internet and web marketing, website development, and effectively identifying marketing opportunities for local, national and international business organizations.

Served as an expert witness, provided litigation support in both state and federal courts, plus American Arbitration Association.

Cases involved: Marketing, Advertising, breach of contract, business practices, contracts, sponsorships, advertising violations, false advertising, trade libel, media, trademark infringement, intellectual property, usage of models, media, advertising agency, theft of trade secrets, client business practices, unfair advertising, deceptive advertising, violation of Lanham Act, unjust enrichment, trademarks at issue, comparative advertising/promotion, licensing, packaging, the value of advertising and media campaigns. Cases included contracts between advertising agencies, clients, advertisers, suppliers, production firms and media.

Litigation support, approximately 51.9% plaintiff and 49.1% defendant cases.

Expert consultation services for attorneys and law firms in California, Washington, New York, Texas, Florida, South Carolina, Michigan, Missouri, Pennsylvania, Utah, along with the American Arbitration Association.

More than 35 years as a strategic marketing, advertising and media professional. I have worked within companies (DIRECTV, The Music Center of LA/Performing Arts Center of Los Angeles, Walt Disney Productions, Security Pacific Bank), within advertising agencies, and as a client, at which several advertising agencies, media buying services, marketing research organizations, design companies, direct marketing/mail and other marketing firms reported to me.

I received the California State University Ambassadors’ “Polished Apple Award” (2006 and 2008)) for teaching, mentoring and inspiring students, nominated for the USC Parents’ Association Outstanding Teaching and Mentoring Award (2006), and received the Outstanding Citizen Award (1993) from the Los Angeles City Council. I have been a member of the Advertising Club of Los Angeles since 1975, and an active board director. The club's largest membership groups are clients, media, production, creative and advertising agency executives. The Ad Club merged with two other associations into thinkLA in 2006. Since 1975 I have also been a member, board member and executive board member of the Advertising Industry Emergency Fund (AIEF), a volunteer organization of advertising executives brought together to help their colleagues in times of life crisis.

Concurrently, for 35+ years, taught in undergraduate and graduate programs at the University of Southern California (Annenberg School for Communication and Journalism and Marshall School of Business), California State University, Northridge (CSUN), Loyola Marymount and Pepperdine University.

My courses have included:
• MBAM 659 and MBAM 660: Business Strategies Development, Execution and Implementation (Final, capstone classes in the MBA program at Pepperdine)
• MBFE 658: Strategic Marketing
• MKT 653: Integrated Marketing Communications (IMC)
• MBAM 619A and B: Business Strategies and Implementation
• COMM 599: Global Communication
• COMM 542: Business Strategies for Entertainment and Communication Companies
• COMM 541: Integrated Media and Communication Strategies
• GSBA 528: Marketing Management
• MKT 440: Integrated Marketing Communications
• JOUR 340: Introduction to Advertising
• BUS 307: Marketing Management
• MKT 304: Marketing Management
• MKT 100: Conceptual Foundations of American Enterprise

Frequent guest lecturer at UCLA, Graduate School of Television, Film and Digital Media, “Trends in Television and Emergence of Multiplatform Media,” Orange Coast College, and in USC Marshall » Lloyd Greif Center for Entrepreneurial Stud

Fields of Expertise

business, advertising, business development, business management, business strategy, communications path, false advertising, distribution, globalization, international trade, Internet advertising, Internet, Internet marketing, marketing, marketing mix, mulitmedia communication planning, promotion, service marketing, deceptive advertising, market research, media, breach of contract, contract, intellectual property damage, Lanham Act, stealing trade secret, trademark infringement, unfair competition, hospitality, campaign, entertainment intellectual property, creative strategic marketing, strategic marketing, entertainment marketing, cross marketing, business analysis, business process management, customer segmentation, gap analysis, search engine optimization, Asia-Pacific market, market, advertising perception survey, conventional licensing, customer satisfaction, market development, e-business strategic planning, e-tailing, retailing, market positioning, entrepreneurship, business operations, Web design, marketing brand management, marketing database, trade show, consumer purchasing behavior, distribution channel, strategic market planning, market assessment, consumer survey, consumer demographics, marketing communications, public relations, World Wide Web programming, market trend, market potential, food marketing, business intelligence, competitive intelligence, food product development, General Agreement on Tariffs and Trade, joint venture, consumer product packaging, consumer product marketing, consumer product label, process planning, international marketing, consumer product labeling, food package, market forecasting, corporate strategic planning, competitive analysis, product development cycle time, new product market survey, technology evaluation, new product design, medical equipment marketing, household product, strategic planning, food, strategic research planning, food product

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