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Gordon Ford College of Business Staff

Craig Martin

Craig Martin
- Professor - Marketing


Ph.D., University of Memphis, Marketing, 2001

M.B.A., University of Southern Indiana, 1997

B.S., University of Southern Indiana, Business Administration, 1994


Professor Martin specializes in sales and sales management, the consumer socialization of adolescents, sports marketing, and advertising to adolescents. His current research focuses on the customer-orientation of salespeople, the use of empowerment in a selling environment, the socialization process of adolescents, and the roles that entertainers and athletes play in advertising. His past business experience includes positions with leading global organizations in both financial services (Merrill Lynch) and telecommunications (United States Cellular/Bell South).


Professor Martin’s research focuses on sports marketing, the consumer socialization of adolescents, advertising to adolescents, and sales management. Dr. Martin has had research published in the Journal of the Academy of Marketing Science; Journal of Advertising; Journal of Advertising Research; Journal of Consumer Marketing; Journal of Business & Industrial Marketing; Journal of Marketing Theory and Practice; Marketing Management Journal; International Journal of Retail and Distribution Management; International Journal of Internet Marketing and AdvertisingJournal of Applied Business Research; Journal of Marketing Development and Competitiveness; Journal of Management and Marketing Research; Journal of Applied Business and Economics; Journal of Leadership, Accountability, and Ethics; and has presented at multiple national and regional conferences.

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 Last Modified 1/9/18