Faculty & Staff Directory

Mark Houston

Associate Dean for Faculty and Research
Eunice and James L. West Chair in Marketing
Marketing Department


  • PhD, Arizona State University
  • MBA, University of Missouri 
  • BS, Southwest Baptist University

Areas of Expertise/Research

  • Entertainment Product Success
  • Innovation / Technology Management
  • Product Development
  • Channels / Relationship Marketing

Selected 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.

Honors and Awards

  • 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