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