Carson College of Business Faculty Directory

Carson College Directory

Ronald Pimentel

Clinical Assistant Professor
Marketing and International Business

Contact

Education

  • PhD (University of Arizona)
  • MBA (University of California)
  • BA (Brigham Young University)

Ronald Pimentel

Ron Pimentel is known by his students as “Dr P.” He has been a marketing professor for 26 years and also had a 12-year career in industry doing marketing and sales. He completed a BA in Art/Design at BYU, an MBA at UC Berkeley, and a Ph.D. in marketing at The University of Arizona. Dr P is currently a Clinical Assistant Professor of marketing and the Faculty Director of the Professional Sales Certificate program at Washington State University Vancouver. Ron has published three book chapters, and many journal articles and conference proceedings. He has received teaching awards at the University of Arizona, University of Central Florida, and WSU Vancouver. He was tenured and promoted at California State University, Bakersfield. Ron’s wife, Sarah, is also employed at WSU Vancouver. Ron and Sarah have three adult children, three grandchildren, and two French bulldogs. Ron plays the bass guitar.

Research Interests

B2B strategy
authenticity
brands and consumers
business-to-business marketing
consumer behavior
consumer decision-making
consumer decision-making in online contexts
consumption experiences
cultural values
customer behavior
fad cycle
marketing
music
sales pedagogy
social meaning

Teaching Interests

consumer behavior
marketing
principles of marketing
sales management

Journal Articles

  • Ronald Pimentel, Rachel Pickett, Claire Thackeray Nautilus, Inc.: Dealing with a Lone Wolf in the Sales Team Mountain Plains Journal of Business and Economics, 2015
  • Ronald Pimentel Creating a Pipeline for Business Student Recruitment: Using a Collegiate DECA Chapter for Recruiting High School Students Mountain Plains Journal of Business and Economics, Pedagogy, 2014

    Books/Book Chapters

    • Book Ronald Pimentel, Susan Heckler Changes in logo designs: Chasing the elusive butterfly curve

      Presentations

      • Ronald Ward Pimentel, Sydney Hickey, Emily McCoy B.B. versus Bourdieu: Blues Cred versus Mainstream Cultural Capital
      • Ron Pimentel, Rachel Pickett, Claire Thackeray Nautilus and Consultative Selling, a Case Study
      • Ron Pimentel Creating a Pipeline for Business Student Recruitment: Using a Collegiate DECA Chapter for Recruiting High School Students
      • Ron Pimentel, Roger Pimentel Disrupting the Fad Cycle
      • Ron Pimentel, Curtis Guaglianone Affecting Perceptions of an Institution
      • Ron Pimentel Viral Marketing of Social Networking: A Case Study
      • Ron Pimentel Company-Sponsored On-Line Communities
      • Ron Pimentel Corporate-Sponsored Virtual Community as Real Community
      • Ron Pimentel, Roger Pimentel On-Line Communities and Expressions of Self
      • Ron Pimentel, Roger Pimentel On-Line Communities and Group Influences
      • Ron Pimentel Exposure Effects and Affect for Logo Designs
      • Ron Pimentel Using Student Sales Competitions to Help Fulfill the Mission of the Business School
      • Ron Pimentel Undergraduate Student Attitudes Toward Sales Jobs: Support for Requiring a Professional Selling Course
      • Ron Pimentel Who’s Out There? Kern County: Demographic Trends and Implications
      • Ron Pimentel, Jeff Allen, Reiner van Delden, Christy Foley, Mark Arnold Assessing Bikers’ Extra-Ordinary Experiences, Sub-Cultural Values, Self-Monitoring, and Self-Presentation at Bike Week: A Preliminary Model
      • Ron Pimentel Changes in Logo Designs: Chasing the Elusive Butterfly Curve
      • Ron Pimentel Bike Week Transformations: The Malleable or Stable Self?
      • Ron Pimentel, Melanie Wallendorf, Joan Lindsey-Mullikin Retailing’s Involvement in the Accumulation and Transfer of Cultural Capital

        Conference Proceedings

        • Ronald Pimentel Creating a Pipeline for Business Student Recruitment: Using a Collegiate DECA Chapter for Recruiting High School Students Mountain Plains Management Association 2012 Conference Proceedings