Detra Montoya

BUSINESS COLLEGE C WING
Clinical Associate Professor
Faculty
TEMPE Campus
Mailcode
4106
Clinical Associate Professor
Faculty
TEMPE Campus
Mailcode
4106
Clinical Associate Professor
Faculty
TEMPE Campus
Mailcode
4106

Biography

Detra Montoya is a Clinical Associate Professor of Marketing in W. P. Carey School of Business at Arizona State University. She was previously Assistant Professor of Marketing at the University of Washington before joining W. P. Carey School of Business.

Professor Montoya is the Faculty Director of ASU’s Professional Sales Program, Faculty Advisor for SPARK (sales club), and Faculty Coach for sales competitions. She won the 2016 Huizingh Outstanding Service to Undergraduate Students Award for W.P. Carey School of Business.  Professor Montoya specializes in teaching Brand Management at the undergraduate and graduate level, as well as leading Executive Education courses. 

Professor Montoya has a B.S. degree from the University of Arizona, and M.B.A. and Ph.D from Arizona State University.  Prior to receiving her Ph.D., she held numerous positions with Procter & Gamble.  Her research has been published in the Journal of Public Policy & Marketing, Journal of Business Research, European Retail Digest, and America’s Pharmacist.  She is co-author of a textbook, Business Consulting in a Multicultural America. 

 

Education

  • Ph.D. Arizona State University 2006
  • M.B.A. Arizona State University 2000
  • B.S. University of Arizona 1996

Research Interests

  • Consumer Behavior
  • Multicultural Marketing

Publications

  • Aguirre-Rodriguez, Alexandra, Adriana Boveda-Lambie, and Detra Y. Montoya (2014), “Ethnic consumer response to ethnic crossover brand extensions,” Journal of Business Research,67 (4), 457–463. 
  • Montoya, Detra Y. and Maura Scott (2013), “The Effect of Lifestyle-based Depletion on Teen Consumption Behavior,” Journal of Public Policy & Marketing, 32 (1), 82-96.
  • Lum, Leslie, Detra Y. Montoya, Thaddeus Spratlen, and Michael P. Verchot (2013), Multicultural Marketing and Business Consulting, UW Press.
  • Montoya, Detra Y. and Elten Briggs (2013), “Shared ethnicity effects on service encounters: A study across three U.S. subcultures,” Journal of Business Research, 66 (3), 314–320.
  • Montoya, Detra Y. (2011), “Your Customers’ Expectations: Managing them is Essential to their Satisfaction,” American Pharmacist, (May), 27-31.
  • Bolton, Ruth N., Venkatesh Shankar, and Detra Y. Montoya (2009), “Recent Trends and Emerging Practices in Retail Pricing,” in Retailing in the 21st Century: Current & Future Trends, 2nd Edition, Manfred Krafft and Murali Mantrala, Eds., Germany, METRO.
  • Rosenbaum, Mark S. and Detra Y. Montoya (2007), “Am I welcomed here? Exploring how ethnic consumers assess their place identity,” Journal of Business Research, 60 (3), 206-214.

Courses

Fall 2018
Course NumberCourse Title
MKT 455Brand Management
MKT 484Internship
MKT 540Branding and Consumer Markets
Summer 2018
Course NumberCourse Title
MKT 484Internship
Spring 2018
Course NumberCourse Title
MKT 455Brand Management
MKT 484Internship
MKT 501Basics of Marketing Management
Fall 2017
Course NumberCourse Title
MKT 455Brand Management
MKT 484Internship
MKT 540Branding and Consumer Markets
Summer 2017
Course NumberCourse Title
MKT 484Internship
Spring 2017
Course NumberCourse Title
MKT 455Brand Management
MKT 484Internship
MKT 502Marketing Management
Fall 2016
Course NumberCourse Title
MKT 455Brand Management
MKT 484Internship
MKT 540Consumer Mkts & Brand Strategy
Spring 2016
Course NumberCourse Title
MKT 300Marketing & Bus Performance
MKT 455Brand Management
MKT 484Internship
MKT 502Marketing Management
Fall 2015
Course NumberCourse Title
MKT 300Marketing & Bus Performance
MKT 455Brand Management
MKT 484Internship
Spring 2015
Course NumberCourse Title
MKT 455Brand Management
MKT 484Internship
MKT 502Marketing Management
Fall 2014
Course NumberCourse Title
MKT 300Marketing & Bus Performance
MKT 455Brand Management
MKT 484Internship
Spring 2014
Course NumberCourse Title
MKT 455Brand Management
MKT 484Internship
MKT 502Marketing Management

Professional Associations

Project Manager, Account Executive, Account Manager, Shelf Technology Manager, Procter & Gamble

Work History

Arizona State University: 2003-present. Previous appointments: University of Washington: 2006-2012