His work is primarily in the areas of marketing strategy, media, marketing research, and the psychology of consumer behavior. Previously, he has taught at the Wharton School, University of Pennsylvania, and the University of Illinois and has been a consultant for Booz Allen and Hamilton. He is a graduate of the University of North Carolina at Chapel Hill.

Professor Calder is also affiliated with the Media Management Center at Northwestern University and is co-director of the Media MBA program at Kellogg. He has been a consultant to many companies (including Aetna, Baxter, Bristol-Myers Squibb, Cemex, Coca-Cola, General Electric, General Motors, Hearst, McDonald, Motorola, Prudential, The Tribune Co., and TimeWarner) and to government and not-for-profit organizations (such as the Census Bureau, the Environmental Protection Agency, the United Way, and the U.S. Army).

His most recent book is Kellogg on Integrated Marketing published by Wiley, 2003. Kellogg on Advertising and Media will be published in 2008. His research work has appeared in publications such as the Journal of Marketing Research and the Journal of Consumer Research.

Over the years, Dr. Bobby J Calder committed himself to studies and practices in areas including Brand Strategy, Brand Design, Brand Image, Brand Management, and Brand Building. He is the sought-after program director for branding workshops. He is also the focus for business magazines\ trade magazines\newspapers. His thought influenced numerous entrepreneurs\marketing managers\brand managers\public relation managers greatly. Their corporations achieved breakthrough profits and enhanced corporate competitive power greatly under the help of Dr. Bobby J Calder.