Faculty Directory

Gerald Smith

Associate Professor





Dr. Gerald Smith is Associate Professor of Marketing at Boston College in the Carroll School of Management, where he leads the Product and Brand Management Specialization and teaches Strategic Brand Management, Strategic Pricing Management, and the First Year MBA core Marketing course. He is a member of the Duke Corporate Education Global Learning Resource Network, and has taught in executive programs at the Wharton School, Columbia, Duke, Boston University, and Suffolk University.

Dr. Smith is a frequent speaker on product management and pricing. He has consulted and lectured broadly in professional forums in North America and Europe, with clients such as Kimberly-Clark, Wyeth, Thermo Electron, Givaudan, AT&T, Lucent, Bell Atlantic, Sprint, Armstrong World Industries, Kraft General Foods, Heublein, Hewlett Packard, J. M. Huber, First Data Resources, Steelcase, among others. He has held marketing management positions with General Mills, Arthur D. Little, Inc., DRI-McGraw Hill, and Kurzweil Music Systems, Inc.


Dr. Smith received the 2012 Distinguished Teaching Award for Graduate Teaching at Boston College, and has been cited by BusinessWeek Online for his teaching excellence.

His research on pricing orientation was awarded Best Paper at the American Marketing Association’s national conference in 2002, and he coauthored the award-winning Best Paper at the Academy of Marketing Science’s national conference in 2001. His article on “Financial Analysis of Pricing,” with Tom Nagle, is one of the most frequently requested Sloan Management Review marketing reprints, and has been reprinted in a volume of influential articles in the field.  His article on "Managerial Pricing Orientationreceived the 1997 Most Outstanding Article award in Pricing Strategy & Practice. 

He has served on the national advisory board of the Pricing Institute of the Institute for International Research and the editorial review boards of Marketing Management and Journal of Advertising Research. 


His book Visionary Pricing, published by Emerald Press, appeared in 2012. His research on value-based marketing, pricing, and communication strategy has been cited in popular press outlets such as The Wall Street JournalThe Christian Science MonitorThe Boston GlobeAcross the Board, and others. Dr. Smith's research has been published in Journal of the Academy of Marketing Science, California Management Review, Sloan Management Review, Marketing Research, Marketing Management, Pricing Strategy & Practice, Journal of Retailing, Public Administration Review, Psychology and Marketing, Journal of Professional Pricing, Journal of Advertising Research, Journal of Marketing Communications, Journal of Business and Industrial Marketing, Design Management Journal, among others.