This award from the Marketing Management Association recognizes an individual each year for innovative contributions to the marketing discipline.
March 01, 2021
By Elaine Cole
The Neeley Promise states that we unleash human potential with leadership at the core and innovation in our spirit. One shining example of that innovation is Mark Houston, the Eunice and James L. West Chair in Marketing and winner of the 2020 Innovative Marketer Award from the Marketing Management Association.
The Innovative Marketer Award recognizes Houston for his accomplishments and innovative contributions as a leading expert in strategy and innovation, as a book author, business consultant, visiting international professor, and a scholar who consistently publishes in the marketing discipline’s top academic journals.
In 2019, Houston was honored with the American Marketing Association’s Louis Stern Award for impactful research. In 2018 he won the Sheth Foundation Award for best paper. In 2012 he was honored with TCU’s Deans Research and Creativity Award.
Houston’s areas of expertise cover entertainment success, product development, relationship marketing, and innovation management. He has written a book, Entertainment Science: Data Analytics and Practical Theory for Movies, Games, Books, and Music, with T. Hennig-Thurau. His recent research includes "Marketing and the Sharing Economy," Journal of Marketing; “Hands Off My Brand! The Financial Consequences of Protecting Brands through Trademark Infringement Suits,” Journal of Marketing; and “Pre-Release Consumer Buzz,” Journal of the Academy of Marketing Science. He is co-editor of the Journal of the Academy of Marketing Science.
