Professor of Marketing, Executive Director, Institute for the Study of Business Markets Department: Marketing, Institute for the Study of Business Markets Office: 484D Business Building Phone: 814-863-2782 Fax: 814-863-0413 E-mail: Member of Faculty Since: 1996 

Ralph is the Executive Director of the Institute for the Study of Business Markets, and Professor of Marketing in the Smeal College of Business at Penn State University. He is driving the growth of the ISBM as the leading academic center devoted to advancing knowledge and practice in Business-to-Business marketing worldwide. The ISBM is supported by 60 major firms, and a network of over 100 researchers, all focused the study of how business markets work; and how to better understand, create, deliver - and profitably harvest - value. Before joining Penn State, Ralph spent 23 years in B-to-B and consumer marketing, and established a "Virtual University" for marketing at Texas Instruments. He has served as Vice President of Market Communications and Design for TI worldwide, as well as leader of the TI Web Team. His responsibilities included global management of the TI brand, market communications, design strategy, and corporate identity. Ralph has authored 15 books, served as TV spokesperson for the application of technology to education.
Current Research
Professor Oliva's areas of research interest include B-to-B Market Communications and Brand Management, Distribution Channel Management, and the Demonstration and Documentation of Value
Market Communications, Brand Management, B-to-B Marketing
Media Mention
Ongoing Articles, Marketing Management Magazine
Ph.D., Solid State Physics, Rensselaer Polytechnic Institute, 1973
M.S. , Solid State Physics, Rensselaer Polytechnic Institute, 1973
B.S. , Physics, Fordham University, 1966
MKTG 534, B-to-B Marketing
MKTG 533, Integrated Market Communications and Brand Mgmt