Alexander Edsel


Senior Lecturer
Director, MS Marketing Program
Marketing
Email
(972) 883-4421
Education
MBA, The University of Texas at Dallas, 1996
JD, University Buenos Aires, Argentina, 1988
Courses
Principles of Marketing
Digital and Social Media Marketing (graduate and undergraduate)
Marketing Digital Lab
Current / Recent Research
Author of the upcoming book “Breaking Failure©: A Guide to Prevent, Diagnose, or Mitigate Failure (Financial Times Press-Pearson). Breaking Failure proposes adapting and applying three scientific techniques from other disciplines to business areas such as marketing, product management, sales and strategic planning. This concept is called a knowledge domain transfer.  Other sections of Breaking Failure, explore the 80/20 of business mistakes and ways to prevent or mitigate them through additional approaches using case studies from Motorola, New Coke and Microsoft. The last section of the book addresses those instances when failure prevention or turnarounds are not possible or desirable—and offers a pre-planned exit strategy roadmap with checklists and key considerations. The epilogue discusses other challenges and opportunities in the field of failure prevention with the emergence of machine learning.

Professional Organizations
American Marketing Association (AMA)
Product Development and Management Association (PDMA)
American Advertising Federation-Dallas (AAF-Dallas)
DFW Search Engine Marketing Association
Mobile Marketing Tier I Certified
Google Adwords Professionally Qualified
List of Published Works