Home » Dr. Eduardo "Ned" L. Roberto, PhD

(Senior Associate)

Author of 14 bestselling and well-researched marketing, marketing research, and social marketing books. He is the author with Philip Kotler of Social Marketing (translated into 7 languages), as well as User-Friendly Marketing Research, Segmenting, How to Change the World: A Manual for Social Marketers, and Quick-but-Clean Social Marketing Research (A companion book to How to Change the World).


Dr. Ned Roberto is currently research fellow and director of the Social Weather Stations and is the country’s most sought-after speaker & consultant on the subject of Marketing. His interest in the Vismin market is rekindled with his partnership with Famcor, a Cebu-based family business management consulting company. Dr. Roberto is also a research mentor to the De La Salle School of Business full time professors. He teaches marketing research at the M.E. Program of Ateneo, Rockwell Campus. He teaches social marketing and social marketing research at the ABS-CBN Bayan Academy and Development Academy of the Philippines. 

Dr. Roberto has done extensive consultancy and mentoring work region-wide for national and transnational corporations and multinational agencies. In the Philippines, he has been consultant and mentor for marketing planning, product management and marketing research to practically all the leading multinational corporations in the consumer goods, pharmaceutical, household products, beverage, cosmetics, and processed food, banking, advertising, and airline industries. He has consulted and mentored overseas for several major multinational corporations in Australia, Hong Kong, Indonesia, Japan, Malaysia, Singapore, Thailand, and Taiwan. These include Procter & Gamble, Unilever, Citibank, Pfizer, McCann-Erickson, Nestle, AC Nielsen, etc. He has also been involved in social marketing planning and research, consulting and mentoring for such international organizations as the World Bank, the UN Fund for Population Activities, the International Labour Organization, the UN Development Programme, the Asian Development Bank, the Ford Foundation, the International Development Research Centre, the Population Council, and the UN Economic Commission for Asia and the Far East.

Dr. Roberto was the 1985 president of the Marketing and Opinion Research Society of the Philippines (MORES). He was the recipient of the Philippine Marketing Association AGORA Award for Achievement in Marketing Education in 1983, and the Association of Marketing Educators of the Philippines’ 1st Lifetime Achievement Award as Marketing Educator in 2004. After retiring, he helped AIM as a Research Fellow of its RVR Center for Corporate Responsibility. Dr. Ned Roberto was the Coca-Cola Foundation Professor in International Marketing at the Asian Institute of Management. His teaching, mentoring, and research areas of interest included basic marketing, marketing research, social marketing, social marketing research, and consumer behavior. He has also taught at the Northwestern University’s Kellogg Graduate School of Management Chicago Campus and at the Euro-Asia Centre of INSEAD Macau and Singapore programs.