Faculty & Staff Directory

Mark Houston

Professor
Associate Dean for Faculty and Research
Eunice and James L. West Chair in Marketing
Marketing Department

Education

  • PhD, Arizona State University
  • MBA, University of Missouri 
  • BS, Southwest Baptist University

Areas of Expertise/Research

  • Entertainment Product Success
  • Innovation / Technology Management
  • Product Development
  • Channels / Relationship Marketing

Selected Publications

  • (2024) “In Pursuit of Actionable Research Implications,” Journal of the Academy of Marketing Science, 52 (6), 1555-1559. [Final Editorial]
  • (2022) “Consumer Job Journeys,” Journal of Service Research, 25 (3), 347-370. With L. Bettencourt, C. Harmeling, and Y. Bhagwat
  • (2022) “Halo and Cannibalization Effects: How New Software Entrants Impact Sales of Incumbent Software in Platform Markets,” Journal of Marketing, 86 (3), 59-78. With B.J. Allen, R. Gretz, and S. Basuroy
  • (2022) “Platform Exploitation: When Service Agents Defect with Customers from Online Service Platforms,” Journal of Marketing, 86 (2), 105-125. With Q. Zhou, B.J. Allen, and R. Gretz.
  • (2022) “What Brand Do I Use for My New Product? The Impact of New Product Branding Decisions on Firm Value,” Journal of the Academy of Marketing Science, 50 (2), 338-365. With L. Kovalenko and Alina Sorescu. [Featured in print edition of HBR Idea Watch: New Research and Emerging Insights, “The Best Way to Name a New Product,” Harvard Business Review, January-February (2023), 17-21.]

Honors and Awards

  • 2024 TCU Chancellor’s Award, Neeley Nominee
  • 2024 PhD Project Circle of Champions, Marketing Doctoral Student Association.
  • 2023 AMA Fellow, American Marketing Association (lifetime research and service contributions).
  • 2022 Carol & Bruce Mallen Award and Mallen Fellow (for contributions to motion picture research).
  • 2021 Fellow, Institute for the Study of Business Markets (inducted 2021).
  • 2021 AMA DocSIG Mentorship Award
  • 2019-2015 Editor: Journal of the Academy of Marketing Science
  • 2019 Louis Stern Award for paper with long-term impact, AMA
  • 2018 Sheth Foundation Award (best paper in Vol 46 of JAMS)
  • 2012 Deans' Research and Creativity Award, TCU (university winner)
  • Executive Committee AMA Academic Council (2010-2014), President 2012-2013
  • Co-chair 2010 AMA Sheth Foundation Doctoral Consortium
  • AMA Sheth Foundation Doctoral Consortium Faculty
  • 2006 Academy of Marketing Science Outstanding Marketing Teacher Award
  • 2017 and 2005 Co-Chair of American Marketing Association Summer Educators Conference