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Benson Shapiro's Mug ShotProfessor Emeritus of Marketing, Harvard Business School, Boston, USA

Main Topics: Marketing management; sales management; industrial marketing; creative marketing strategies; product lines management

Professional Profile: Benson P. Shapiro is a well-known authority on marketing strategy and sales management with particular interests in pricing, product line planning, and marketing organization.
He is also the Malcolm P. McNair Professor of Marketing Emeritus at the Harvard Business School where he taught full-time from 1970 to 1997. He continues to teach there in several executive programs including the CEO Program, Young President's Program, and Business Marketing Strategy, and currently chairs the Sustainable Marketing Leadership for Mid-Sized Firms Program.
Since 1997, Professor Shapiro has concentrated his time on consulting, speeches, research and writing. During his 27 years on the full-time Harvard faculty, he taught a wide variety of MBA courses including Industrial Marketing, Sales Management, Creative Marketing Strategy, Integrated Product Line Management, and participated in many executive programs. Professor Shapiro has also held various adminstrative positions including Senior Associate Dean for Publications, Research Director, Head of the Required MBA Marketing Course, and Faculty Chair for Strategic Marketing Management, a two-week program for senior marketing executives.
Professor Shapiro is the author, co-author or editor of 14 books, and 19 Harvard Business Review articles including Leveraging to Beat the Odds: The New Marketing Mind-Set, What the Hell is Market Oriented?, Manage Customers for Profits, Not Just Sales and Staple Yourself to an Order.
He has served as a consultant to over 280 companies including startups, medium-size firms, and large international corporations. And, he has participated in well over 160 executive education programs outside of Harvard for corporations and associations.


  • B.S.E. in Chemical Engineering, University of Michigan
  • M.B.A. and D.B.A., Harvard University



Selected Works:
  • B. P. Saphiro, Business Marketing Strategy: Cases, Concepts, and Applications, with V. K. Rangan and R. T. Moriarty Jr., Burr Ridge, Ill.: Richard D. Irwin Inc., 1995
  • B. P. Saphiro, Marketing Management: Principles, Analysis and Applications, with R. J. Dolan and J. Quelch, Homewood, Ill.: Richard D. Irwin, Inc., 1985
  • B. P. Saphiro, Marketing Management: Strategy, Planning and Implementation, with R. J. Dolan and J. A. Quelch, Homewood, Ill.: Richard D. Irwin, Inc., 1985