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
  • MSc University of London
  • BA Honors University of Leeds

Teaching Interests

Digital marketing, D2C, B2C, B2B, marketing research, branding, social media, retail, luxury, sport, inter-cultural exchange and customer experience, professor of practice - applied marketing

Research Interests

Consumer attitudes and behavior
Digital Marketing
Business Competitiveness
Retail, Sport and Luxury
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)
He is Vice Chairman of a non-profit - National Braille Press.

Bio

Ian is Senior Lecturer in Marketing and IDCC. 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 - Present
  • Marketing Executives Networking Group 2013 - Present
  • American Marketing Association 2010 - Present
  • Mass Interactive Technology Exchange 2010 - Present
  • Awards and Honors

  • 2020, Bentley Innovation in Teaching Award, Bentley University
  • Publications

    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.

    Books


  • Cross, I. R. (2012). Gurus and Oracles. 175. Cambridge, MA: MIT Forthcoming.

  • Conference Proceedings


  • Cross, I. R.Berthon, P.Pitt, L., ., . (2013). Annual Meeting AMS, (AMS 2013)
  • 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, (World Marketing Congress)

  • Conference Papers


  • Cross, I. R. (2011). Social Media and Gen YMITX, Digital Marketing.

  • Other(s)


  • Cross, I. R. (2014). Millenials and WorkPlace CommunicationBentley.
  • 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). “Using Apple tech in the Classroom” Presented at the Apple Apple - Business School Summit Cupertino
  • Cross, I. R. (2017). “Marketing and Ethics” Presented at the Bentley University 13th Annual Global Business Ethics Symposium Bentley University
  • 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 theAcademy of Marketing Science Vancouver, Canada
  • Berthon, P., Cross, I. R., Boshoff, C. (2008). “COO2: From Country of Origin to Caricature of Origin” Presented at theCorporate 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
  • Service

    Department Service


  • Committee Member for Lecturer Hiring - Present
  • Course Coordinator for Bentley marketing dept 2021 - Present
  • Principal Advisor to Tenure-Track Faculty for Intro to Marketing 2021 - Present
  • Course Coordinator for Bentley marketing dept 2020 - Present
  • Principal Advisor to Tenure-Track Faculty for Marketing Dept 2018 - 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


  • Mentor (Faculty) for OAS - Present
  • Student Organization Advisor for Bentley Fashion Club Advisor 2021 - Present
  • advisor on study abroad for Education Abroad 2021 - Present
  • Student Organization Advisor for Bentley Fashion Club Advisor 2020 - Present
  • Committee Member for Racial Justice Task Force 2020 - Present
  • Advised on appointment of VP of Corporate Relations for Bentley Office of the President 2018 - Present
  • Administrative Assignment, Other for Student Health 2016 - Present
  • Student Organization Advisor for BMA 2016 - Present
  • Committee Member for Racial Justice Task Force 2020 - 2021
  • Advisor for HR 2019 - 2019
  • Interviewed Dean of Business Candidates for Bentley Office of the President 2018 - 2018
  • 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 - Present
  • Committee Member for USPS 2017 - 2021
  • Board of Trustees - Vice Chair for New England School of Acupuncture 2013 - 2016
  • External Reviewer of Marketing Department for St. Leo University 2015 - 2015