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Ian R. Cross

Senior Lecturer, Marketing
Board Member, National Braille Press
Director, CMT
MSc, University of London, 1988
BA Honors, University of Leeds, 1981
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)
Cross, I. R., Berger, P. D., Misal, P. (2017). On the Role of Printed Media on Choice of Tourist Destinations. European Journal of Hospitality and Tourism Research (Vol 5, No. 2, April 2017), 14-23.

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. (2017). "Marketing and Ethics." Presented at the Bentley University's 13th Annual Global Business Ethics Symposium, Bentley University.

Cross, I. R. (2017). "Using Apple tech in the Classroom." Presented at the Apple's Apple - Business School Summit, Cupertino.

Cross, I. R. (2016). "Bi Annual Conference." Presented at the IAPBD's IAPBD Conference, Orlando.

Cross, I. R., Nasr, N. I. (2016). "Market Research futures and Technology." Presented at the NEMRA's NEMRA 2016, boston.

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
Mentor (Faculty) for first year Seminar, 2016 - Present
Committee Chair for CMT Board of Advisors, 2016 - Present
Committee Member for Corporate Immersion, 2013 - Present

University Service
advisor on study abroad for Education Abroad
Mentor (Faculty) for OAS - Present
Administrative Assignment, Other for Student Health, 2016 - Present
Student Organization Advisor for BMA, 2016 - Present

Professional Service
Committee Member for USPS, 2017 - Present
Board of Directors of a Company for National Braille Press, 2016 - Present
Advisor for Invest in Others, 2015
Board of Trustees - Vice Chair for New England School of Acupuncture, 2013 - 2016
External Reviewer of Marketing Department for St. Leo University, 2015 - 2015

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