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Ian R. Cross

Senior Lecturer, Marketing
Business Projects Coordinator
Director, CMT
BA Honors, University of Leeds, 1981
MBA, University of London, 1988
Office: Morison Hall 238 | 781.891._3188 |

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Ian is the Director of the CMT, focusing on leading edge marketing tools, techniques and intellectual capital. The CMT provides teaching, research and for-profit marketing services for university and corporate partners.

Teaching Interests

Internet marketing; marketing research; branding; social media; creating business value through consulting

Research Interests

Consumer attitudes and behavior Digital Marketing Business Competitiveness

Consulting/Practice Interests

Marketing strategy and research ; digital marketing; High Technology Consulting, business adviing


Journal Article(s)
Pehlivan, E., Berthon, P., Berthon, J., Cross, I. R. (2013). Viral Irony: Using Irony to Spread the Questioning of Questionable Consumption. Journal of Public Affairs, 13 (2), 172-179.

Cross, I. R. (2012). Gurus and Oracles. Cambridge, MA: MIT.

Conference Proceeding(s)
Cross, I. R., Berthon, P., Pitt, L., , ., , . (2013). Annual Meeting. AMS, AMS 2013.

Cross, I. R. (2011). Luxury Marketing Perspectives. Academy of Marketing Science, World Marketing Congress.

Cross, I. R. (2011). Social Media and Gen Y (vol. Digital Marketing) Boston: MITX.

Conference Paper(s)
Cross, I. R. (2011). Social Media and Gen Y. MITX, Digital Marketing.

Cross, I. R. (2014). Millenials and WorkPlace Communication. Bentley

Conference Presentations

Cross, I. R. (2015). "Technology Enabled Marketing." Presented at the Frost and Sullivan's Marketing World, Boston.

Cross, I. R. (2014). "Trends in Travel Marketing." Presented at the IAPBD's Travel Marketing Conference 2014, Denver.

Cross, I. R. (2013). "Digital Marketing Forum 2013." Presented at the Argylle Forum's Digital Engagement Conference, Harvard.

Cross, I. R., Berthon, P., Pitt, L. (2013). "Annual Meeting." Presented at the AMS's AMS 2013, Monterey, CA.

Cross, I. R. (2011). "Social Media and Gen Y." Presented at the MITX's Digital Marketing, Boston.

Cross, I. R. (2011). "Luxury Marketing Perspectives." Presented at the Academy of Marketing Science's World Marketing Congress, Reims, France.

Cross, I. R., Berthon, P., Wiggins, R. A. (2008). "Putting the 'Business' Back in B-School Education." Presented at the Academy of Marketing Science, Vancouver, Canada.

Berthon, P., Cross, I. R., Boshoff, C. (2008). "COO2: From Country of Origin to Caricature of Origin." Presented at the Corporate Identity Research Group 5th International Conference on Strategically Managing Corporate R, Segal Graduate School of Business, Simon Fraser University.

Wiggins, R. A., Cross, I. R. (2005). "Implementing Integration in Field-Based Courses." Presented at the Management Education Alliance's 2005 MEA Faculty Workshop, Waltham, Massachusetts.

Wiggins, R. A., Cross, I. R. (2004). "Implementing Integration in Field-Based Project Courses." Presented at the AACSB's 2004 AACSB Conference, Dallas, Texas.


Department Service
Committee Member for Lecturer Hiring - Present
Committee Member for Corporate Immersion, 2013 - Present

University Service
Student Organization Advisor for BMA - Present
advisor on study abroad for Education Abroad
Mentor (Faculty) for OAS - Present

Professional Service
Advisor for Invest in Others, 2015
Board of Trustees - Vice Chair for New England School of Acupuncture, 2013
External Reviewer of Marketing Department for St. Leo University, 2015 - 2015

Public Service
Advisor for City Of Lawrence Business Task Force, 2015