Faculty & Staff Directory

iconiconiconNameMark HoustonImageMark HoustonFirstnameMarkLastnameHoustonOffice Phone(817) 257-4889
VitaeDownload Vita
Position:Professor of MarketingDepartment:Marketing DepartmentOffice:Neeley 3343Professorship / Chair:Eunice and James L. West Chair in MarketingRole:FacultyEducation
  • Ph.D. Arizona State University 1995
  • M.B.A. University of Missouri 1990
  • B.S. Southwest Baptist University 1984.
Areas of Expertise / Research
  • Entertainment Product Success
  • Innovation / Technology Management
  • Product Development
  • Channels / Relationship Marketing
Work Experience
  • Board of Directors, American Marketing Association
  • Strategy and innovation consulting
  • Educational administration
  • Auto dealership (sales and management)
Courses Taught
  • Marketing Strategy
  • Marketing Management
  • Marketing Analytics/Research
Key Publications
  • (2019) "Marketing and the Sharing Economy," Journal of Marketing. With G. Eckhardt, B. Jiang, C. Lamberton, A. Rindfleisch, and G. Zervas.
  • (2019) "Four Facets of Rigor," Journal of the Academy of Marketing Science.
  • (2019) Entertainment Science: Data Analytics and Practical Theory for Movies, Games, Books, and Music, Springer Nature. With T. Hennig-Thurau.
  • (2018), “Hands Off My Brand! The Financial Consequences of Protecting Brands through Trademark Infringement Suits,” Journal of Marketing. With L. Ertekin and A. Sorescu.
  • (2018), “Pre-Release Consumer Buzz,” Journal of the Academy of Marketing Science, 46 (March), 338-360. With A-K Kupfer, T. Hennig-Thurau, and M. Spann.
  • (2018), “Social Dollars in Online Communities: The Effect of Product, User, and Network Characteristics,” Journal of Marketing, 82 (January), 93-114. With E. Park, R. Rishika, R. Janakiraman, and B. Yoo.
  • (2018), “Review Articles: Purpose, Process, and Structure,” Journal of the Academy of Marketing Science, 46 (January), 1-5. With R. Palmatier and J. Hulland.
  • (2018), “When Marketing Strategy Meets Culture: The Role of Culture in Product Evaluations,” Journal of the Academy of Marketing Science, 46 (May), 384-402. With R. Song, S. Moon, and H. Chen.
  • (2016), “Is ‘Strategy’ a Dirty Word?” Journal of the Academy of Marketing Science, 44 (5), 557-561.
  • (2015), “Transformational Relationship Events,” Journal of Marketing, 79 (September), 39-62. Center for Services Leadership Leading Edge Research Award ($3500 grant). Featured in June 2016 issue of “Journal Selections from MSI.” With C. Harmeling, R. Palmatier, M. Arnold, and S. Samaha.
  • (2013), “Relationship Velocity: Toward a Theory of Relationship Dynamics,” Journal of Marketing, 77 (January), 13-30. With R. Palmatier, R. Dant, and D. Grewal.
  • (2012), “Unpacking What a ‘Relationship’ Means to Commercial Buyers: How the Relationship Metaphor Creates Tension and Obscures Experience,” Journal of Consumer Research, 37 (February), 886-908. With C. Blocker and D. Flint.
  • (2011), “The Impact of Mission Fulfillment on the Internal Audience: Psychological Job Outcomes in a Service Setting,” Journal of Service Research, 14 (1), 76-92. With T. Suh, I. Kwon, and S. Barney.
  • (2009), “Conceptualizing and Measuring the Monetary Value of Brand Extensions: The Case of Motion Pictures,” Journal of Marketing, 73 (November), 167-183. Special issue: “Marketing Meets Wall Street,” co-sponsored by the Marketing Science Institute. With T. Hennig-Thurau and T. Heitjans
  • (2007) "The Last Picture Show? Timing and Order of Movie Distribution Channels," Journal of Marketing, 71 (October). With T. Hennig-Thurau, V. Henning, H. Sattler, and F. Eggers.
  • (2006) "Returns on Business-to-Business Relationship Marketing Investments: Strategies for Leveraging Profits," Marketing Science, 25 (Sept-Oct). With R. Palmatier and S. Gopalakrishna.
  • (2003) "Barriers to Matching New Technologies and Market Opportunities in Established Firms," Journal of Product Innovation Management, 20 (March). With E. Bond.
  • (2001) "Reference Diversity in JCR, JM, and JMR: A Reexamination and Extension of Tellis, Chandy, and Ackerman," Journal of Consumer Research, 28 (September). With L. Bettencourt.
  • (2001) "Cross-Unit Competition for a Market Charter: The Enduring Influence of Structure," Journal of Marketing, 65 (April). With B. Walker, M. Hutt, and P. Reingen.
  • (2000) "A Reexamination of the Motives and Gains in Joint Ventures," Journal of Financial and Quantitative Analysis, 35 (March). With S. Johnson.
  • (2000) "Buyer-Supplier Contracts versus Joint Ventures: Determinants and Consequences of Transaction Structure," Journal of Marketing Research, 37 (February). With S. Johnson.
Awards / Recognition
  • Co-Editor: Journal of the Academy of Marketing Science
  • 2019 Louis Stern Award for impactful research, AMA
  • 2018 Sheth Foundation Award (best paper in Vol 46 of JAMS)
  • 2012 Deans' Research and Creativity Award, TCU (university winner)
  • Executive Committee AMA Academic Council (2010-2014), President 2012-2013
  • Co-chair 2010 AMA Sheth Foundation Doctoral Consortium
  • 2007, 2008, 2009, 2010, 2011, 2012, 2013 AMA Sheth Foundation Doctoral Consortium Faculty
  • 2006 Academy of Marketing Science Outstanding Marketing Teacher Award
  • 2006 University of Missouri Provost's Outstanding Teaching Award
  • 2005 Co-Chair of American Marketing Association Summer Educators Conference
  • 2003 University of Missouri Distinguished Research Fellowship
  • 2000 Saint Louis University Beta Gamma Sigma Outstanding Teacher Award
International Experience
  • Visiting International Professor, University of Munster, Germany (since 2010)
  • Microsoft Bing
  • Dell
  • Caterpillar
  • IBM
  • AT&T
  • Metal Construction Association
  • Emerson / Thermo-Disc
  • BankOne
  • National Composites Network
Hobbies / Interests
  • Guitar
  • Pro sports
  • Running (especially trail)
  • Mountain biking
  • Motocross / motorcycling
  • Reading