Ian Cross

Ian Cross

  • Senior Lecturer, Marketing
  • Vice Chairman - Board of Trustees, National Braille Press
  • Advisory Board Member, United States Postal Service
  • Board of Trustees Member, National Braille Press
  • Advisor, Giving Garden
  • XD Task Force Member
  • Digital Marketing Task Force Member
  • Sports Minor Coordinator
  • Other
  • M.Sc. in Marketing, University of London
  • BA Honors University of Leeds

Teaching Interests

Digital Marketing, AI, Customer Experience (CX), marketing research, branding, social media, retail, luxury, sport, inter-cultural exchange , professor of practice - applied marketing

Research Interests

Consumer Insight
Digital Marketing
AI and Marketing
Business Competitiveness
Retail, Sport, Luxury, Fashion
Direct mail and D2C marketing
Customer experience

Consulting/Practice Interests

Marketing strategy and research ; digital marketing; Marketing Technology, business advising, retail, direct mail and direct marketing, customer experience, workplace of the future, healthcare marketing (Covid)
Non-profit board positions

Bio

Ian is Senior Lecturer in Marketing and XD. He teaches, publishes and provides academic support and services for the university and student community as well as business and non-profits through Executive Education and Board positions

Professional Memberships

  • Mass USability Group 2013-12-01 - Present
  • Marketing Executives Networking Group 2013-09-01 - Present
  • American Marketing Association 2010-09-01 - Present
  • Mass Interactive Technology Exchange 2010-09-01 - Present

    • Awards and Honors

  • Bentley Innovation in Teaching Award, Bentley University

    • Scholarly Contributions and Creative Productions

    Journal Articles

  • 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. Digital to direct marketing - new directions. WARC 12. (In Progress)

    • Books

  • Cross, I. R. (2012). Gurus and Oracles 175. Cambridge, MA: MIT (Forthcoming)
  • Cross, I. R. (). Using AI in marketing McGraw Hill (In Progress)

    • Book Chapters

  • Pitt, C., Berthon, P., Cross, I., Hooper, V., Ferreira, J. (2019). Marketing Strategy Implications of Employee Brand Engagement: Optimism and Commonality: An Abstract . Springer Nature (Link)
  • Cross, I., Wiggins, R., Berthon, P. (2015). Putting the ‘Business’ Back into B-School Education . Springer Nature (Link)

    • Conference Proceedings

  • Cross, I. R., Berthon, P., Pitt, L. (2013). “Annual Meeting” AMS Monterey, CA
  • Cross, I. R. (2011). “Social Media and Gen Y (vol. Digital Marketing) Boston: MITX”
  • Cross, I. R. (2011). “Luxury Marketing Perspectives” Academy of Marketing Science Reims, France
  • Cross, I. R. (2011). “Luxury Marketing Perspectives (vol. World Marketing Congress). Reims, France: Academy of Marketing Science”

    • Digital and Electronic Media, Social Media, Blogs, Podcasts

  • 2021. "Associated Press , Wallet Hub and other sources"
  • 2020. "Associated Press , Wallet Hub and other sources"
  • 2013. "Boston Globe, Worcester Telegraph, etc"

    • Other Scholarly Work

  • Cross, I. R. (2018). Print vs. Digital: Informational Mediums' Impact on Brand Sentiment and Recall. Center For Marketing Technology (In Progress).

    • Presentations

  • Cross, I. R. (2020). “Brexit and protest in the UK” Presented at the Bentley CISS Global Protest Forum Bentley
  • Cross, I. R. (2020). “The Internet of Everything - the Dark Side” Presented at the University of Hawaii HICSS-53 Wailea, Maui
  • Cross, I. R. (2019). “Marketing Surveillance” Presented at the NEDMA NEDMA - Direct Marketing and Technology Waltham
  • Cross, I. R. (2019). “integrating Direct Mail into the Classroom” Presented at the USPS Midwest Postal Consumer Council Missouri
  • Cross, I. R. (2019). “Customer Journey Planning” Presented at the Bentley Bentley Exec Education Breakfast Series Waltham
  • Cross, I. R., Berthon, P. (2019). “IoT and Wearables - Marketing Implications” Presented at the Univ of Hawaii HICSS Wailea
  • Cross, I. R. (2018). “Digital Marketing - Heaven or Hell” Presented at the New England Direct Marketing Association 2018 Martech Conference Boston
  • Cross, I. R. (2018). “Teaching Students Digital and Direct Mail” Presented at the USPS Postal Consumer Council Massachusetts, Connecticut, Missouri
  • Cross, I. R. (2018). “Vale of Printed Brochures in Global Tourism Marketing” Presented at the IAPBD IAPBD 2018 Boston
  • Cross, I., Berthon, P. (2018). “Marketing Strategy Implications Of Employee Brand Engagement: Optimism And Commonality” Presented at the AMS Academy of Marketing Science World Congress 2018 Porto
  • Cross, I. R. (2018). “Integrating Digital and Direct Mail - a Teaching Perspective” Presented at the USPS National Postal Forum San Antonio
  • Cross, I. R. (2018). “Marketing Transformation” Presented at the Bentley CMT Marketing Transformers Waltham
  • Cross, I. R. (2017). “Marketing and Ethics” Presented at the Bentley University 13th Annual Global Business Ethics Symposium Bentley University
  • Cross, I. R. (2017). “Using Apple tech in the Classroom” Presented at the Apple Apple - Business School Summit Cupertino
  • Cross, I. R. (2016). “Bi Annual Conference” Presented at the IAPBD IAPBD Conference Orlando
  • Cross, I. R., Nasr, N. I. (2016). “Market Research futures and Technology” Presented at the NEMRA NEMRA 2016 boston
  • Cross, I. R. (2015). “Technology Enabled Marketing” Presented at the Frost and Sullivan Marketing World Boston
  • Cross, I. R. (2014). “Trends in Travel Marketing” Presented at the IAPBD Travel Marketing Conference 2014 Denver
  • Cross, I. R. (2013). “Digital Marketing Forum 2013” Presented at the Argylle Forum Digital Engagement Conference Harvard
  • Cross, I. R., Berthon, P., Pitt, L. (2013). “Annual Meeting” Presented at the AMS AMS 2013 Monterey, CA
  • Cross, I. R. (2011). “Social Media and Gen Y” Presented at the MITX Digital Marketing Boston
  • Cross, I. R. (2011). “Luxury Marketing Perspectives” Presented at the Academy of Marketing Science 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 2005 MEA Faculty Workshop Waltham, Massachusetts
  • Wiggins, R. A., Cross, I. R. (2004). “Implementing Integration in Field-Based Project Courses” Presented at the AACSB 2004 AACSB Conference Dallas, Texas

    • Reviews

  • Cross, I. R. Public relations Handbook. (In Progress)

    • Service

    Service: Department

  • Committee Member for Marketing dept Branding 2024-09-01 - Present
  • Course Coordinator for Marketing dept 2025-01-01 - 2025-12-31
  • Committee Member for IDCC XD Committee 2023-12-01 - Present
  • Committee Member for Marketing Department 2023-10-01 - Present
  • Committee Member for Marketing Department 2022-10-01 - Present
  • Committee Member for Lecturer Hiring 2022-09-01 - 2022-10-30
  • Course Coordinator for Bentley marketing dept 2021-07-01 - Present
  • Principal Advisor to Tenure-Track Faculty for Intro to Marketing 2021-01-01 - Present
  • Course Coordinator for Bentley marketing dept 2020-07-01 - Present
  • Principal Advisor to Tenure-Track Faculty for Marketing Dept 2018-01-01 - Present
  • Mentor (Faculty) for first year Seminar 2016-09-01 - Present
  • Committee Chair for CMT Board of Advisors 2016-01-01 - Present
  • Committee Member for Corporate Immersion 2013-01-01 - Present

    • Service: Public

  • Advisor for City Of Lawrence Business Task Force 2015-12-01 - Present
  • Board Member for National Braille Press 2025-01-01 - 2025-12-31

    • Service: Professional

  • Committee Member for USPS 2017-05-01 - Present
  • Board of Directors for National Braille Press 2016-09-01 - Present
  • Board of Directors for National Braille Press 2016-09-01 - Present
  • Committee Member for USPS 2017-05-01 - 2021-01-01
  • Advisor for Invest in Others 2015-01-01 - Present
  • External Reviewer of Marketing Department for St. Leo University 2015-04-01 - 2015-04-30
  • Board of Trustees - Vice Chair for New England School of Acupuncture 2013-01-01 - 2016-06-30

    • Service: Ph.D. Advising

  • Independent Study Advisor 2018/04 - 2018/02

    • Service: University

  • Mentor (Faculty) for Bentley Fashion Club Advisor 2024-09-01 - Present
  • Administrative Assignment, Other for Sports Management Minor Coordinator 2024-09-01 - Present
  • Special Institutional Assignment for PMBA 2024-09-01 - 2024-12-30
  • Task Force Member for PMBA Curriculum Development 2025-01-01 - 2026-07-31
  • Student Organization Advisor for Bentley Fashion Club Advisor 2023-09-01 - Present
  • Program Organizer for Sports Management Minor 2023-01-01 - Present
  • Student Organization Advisor for Bentley Fashion Club Advisor 2022-09-01 - Present
  • Student Organization Advisor for Bentley Luxury Club Advisor 2022-09-01 - Present
  • Program Organizer for Sports Management Minor 2022-01-01 - Present
  • Student Organization Advisor for Bentley Fashion Club Advisor 2021-09-01 - Present
  • advisor on study abroad for Education Abroad 2021-01-01 - Present
  • Student Organization Advisor for Bentley Fashion Club Advisor 2020-09-01 - Present
  • Committee Member for Racial Justice Task Force 2020-08-01 - Present
  • Committee Member for Racial Justice Task Force 2020-08-01 - 2021-01-01
  • Advised on appointment of VP of Corporate Relations for Bentley Office of the President 2018-12-01 - Present
  • Advisor for HR 2019-04-30 - 2019-04-30
  • Interviewed Dean of Business Candidates for Bentley Office of the President 2018-11-01 - 2018-12-31
  • Administrative Assignment, Other for Student Health 2016-09-15 - Present
  • Student Organization Advisor for BMA 2016-01-01 - Present
  • Mentor (Faculty) for OAS 2015-01-01 - 2015-06-30