Ian Cross

Senior Lecturer in Marketing at Bentley University

Bentley University

Professor Ian Cross is a Senior Lecturer in Marketing at Bentley University and the Director of the Center of Marketing Technology , a state of the art marketing and research center focusing on leading edge marketing tools, techniques and intellectual capital. Ian has been a professor in the Marketing Department at Bentley University since 2001, specializing in marketing strategy, research, brand development, marketing communications and e-marketing. Alongside his teaching career, Ian has worked in sales and marketing positions for over 30 years at companies including IBM, Wang, Kodak, CGI and Thomson Reuters.

Education

  • MSc 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 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) Non-profit board positions

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.

Courses Taught

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