Senior Marketing Consultant
Keith Richards has over 12 years of consulting experience with three different firms: Gelb, Accenture, and Kurt Salmon Associates. He has advised executives on sales force deployment, sales force automation technology, marketing strategies, performance tracking, new product development, merchandising and assortment management, and supply chain management.
Keith holds a Ph.D. in Marketing from the University of Houston, an MBA from Indiana University, and a BA from Baylor University. He is currently on the faculty of the University of Tennessee at Chattanooga.
Dr. Richards’ research is focused on understanding the relationships between sales organizations and their best customers. Specific topics include the fit between buying and selling firms and the impact of trust, commitment, cooperation and conflict resolution at the key account level. He also investigates the role of salespeople in new product launches; the way salespeople think about success and failure; how they incorporate CRM technology; and what motivates their performance.
