Franklin J. Carter

William A. Donan Clinical Professor of Marketing
Department: Marketing
Office: 485 Business Building
Phone: 814-865-1518
Fax: 814-865-3015
Member of Faculty Since: 2008


Franklin Carter is the William A. Donan Clinical Professor of Marketing at Pennsylvania State University. He is also the faculty advisor to the Penn State Marketing Association. Prior to his appointment at Penn State he was the James T. Kane Faculty Fellow and Assistant Professor of Marketing at Lehigh University, Assistant Professor of Pharmaceutical Marketing at Saint Josephs University and Assistant Professor of Marketing at University of Illinois. He received his doctorate and MS degrees in marketing science as well as BS in management science from Carnegie-Mellon University. He also received an MBA degree from the Wharton school, University of Pennsylvania. In addition, his work experience includes General partner for The Quaestus Group, Regional sales manager for Carnation Nutritional Products, Group product manager for IMS America, District sales manager for Princeton Pharmaceuticals, Manager of Product Planning and Research and Product Manager for Pfizer Pharmaceuticals and Industrial engineer for U.S. Steel corporation. His primary areas of research include Pharmaceutical Marketing, business-to-business marketing, sales force management, and diffusion of innovation. His research has been published in the Journal of Marketing, the Journal of Personal Selling and Sales Management,  AMA Proceedings,  Information and Management: An International Journal of Information Technology and the Journal of Healthcare Management

Current Research

His current research includes: 

Improving the Productivity of the Salesforce: Development of a Call Attractiveness Model for the pharmaceutical industry;

The Impact of Direct to Consumer Advertising  On Health Outcomes;

The Optimal Allocation of e-Detailing versus Personal Selling Dollars;

Medicaid Influence in the Drug Market;

The Diffusion of Antimalarial Drugs and Antiretroviral Drugs in Sub-Saharan Africa.


Pharmaceutical Marketing, Sales Management, Diffusion of Innovation

Publication List

Franklin Carter, Thani Jambulingam and Ravindra Chitturi, "Determinants of Perceived Value of Direct to Consumer Advertising for Prescription Drugs: Do They Vary by Disease Condition?", Journal of Marketing Management,, 2015, 3(2), pp.1-10.

Dana Costea, Franklin Carter, Shin-Yi Chou, and Art King, ", Is Advertising Effective or Not? Evidence from the Pharmaceutical , Is Advertising Effective or Not? Evidence from the Pharmaceutical Market", NMIMS Management Review, December 2012, 22, pp.9-28.

Füsun F. Gönül, Franklin J. Carter Jr, "Estimation of promotional strategies for newer vs older drugs based on physician prescribing data", International Journal of Pharmaceutical and Healthcare Marketing, 2012, 6, pp. 39-54.

Gonul,Fusun F. and Franklin J. Carter, "Impact of E-Detailing on the Number of New Prescriptions", Health Care Management Science, Summer 2010, 6, pp. 39-54.

Carter, Franklin J., and Ravi Chituri, "Segmentation Based on Physician Behavior: Implications for Marketing-Mix Strategy and Sales Forecasting", Journal of Personal Selling and Sales Management, Winter 2009, 29, pp. 77-91.

Carter, Franklin J., Carol Motley, Alphonso Ogbuehi and Jacqueline A Williams, "An Application of a Repeat-Purchase Diffusion Model to the Pharmaceutical Industry", Advances in Business and Management Forecasting, 2006, 4, pp. 145-174.

Mbah,Chris, Alphonso Ogbuehi, Franklin J. Carter, Charles Blankson,, "An exploration of challenges of Market Orientation (Makor) Strategies Implementation in a Developing Country Context", Proceedings, 7th Annual International Academy of African Business Development, 2006, 7, pp. 197-208.

Carter,Franklin J., Jacqueline A Williams and Alphonso Ogbuehi, "A Negative Binomial Model Applied To The Pharmaceutical Industry", American Marketing Association. Conference Proceedings, 2004, 15, pp. 72-80.

Gonul, Fusun F., Franklin J. Carter, Elina Petrova, Kannan Srinivasan, "Promotion of Prescription Drugs and Its Impact on Physicians’ Choice Behavior", Journal of Marketing, July 2001, 65, pp. 79-90.

Carter,Franklin J., Thani Jambulingam, Vipul K Gupta, Nancy Melone, "Technological Innovations: A Framework For Communicating Diffusion Effects", Information & Management, April 2001, 38, pp. 277-287.

Carter,Franklin J., Carol Motley and Alphonso Ogbuehi, "The Allocation of Marketing Resources in a Detail-Intensive Industry: Forecasting Sales With a Repeat-Purchase Diffusion Model", American Marketing Association Winter Educators Conference Marketing Science Proceedings, 2001, 12, pp. 12-19.

Gonul,Fusun F., Franklin J. Carter, Jerry Wind, "What Kind of Patients and Physicians Value Direct-To-Consumer Advertising of Prescription Drugs", Health Care Management Science, 2000, 3, pp. 215-226.


Ph.D., Marketing Science, Carnegie Mellon University, 1997

M.S.I.A., Marketing Science, Carnegie Mellon University, 1994

M.B.A., Marketing and Management Science, The Wharton School, University of Pennsylvania, 1982

B.S., Administration and Management Science, Carnegie Mellon University, 1978


BA 303, Introduction to Marketing

MKTG 410, Professional Selling

MKTG 342, Marketing Research