Charles L. Martin, Ph.D.

Professor of Marketing

Education:

  • Ph.D. Texas A&M University, College Station, Texas, Marketing, 1986
  • M.B.A. West Texas State University, Canyon, Texas, Business, 1982
  • B.B.A. West Texas State University, Canyon, Texas, Marketing, 1981
  • A.S. Vincennes University, Vincennes, Indiana, Bowling Management, 1978

Research interests: Calendars, calendar-led marketing, calendar-led buyer behavior, cyclical phenomena, cyclical behavior, temporal landmarks, timing of behavior, calendar timing, business history, marketing history, innovation history, services marketing, customer retention

Teaching interests: Marketing Management, Calendar-led Marketing, Calendar-led Buyer Behavior,  Marketing/business history, Strategic and Tactical Planning

Courses taught: Personal Selling, Sales Management, Directed Studies, Marketing Management (traditional, hybrid and online formats), Marketing Programs, Marketing for Service and Nonprofit Organizations, Marketing Research, Relationship Marketing, Marketing Ethics, Strategic and Tactical Planning for Marketers

About Dr. Martin:

Dr. Martin spent his youth in the northern suburbs of Atlanta, Georgia where he developed a love of tenpin bowling and began his business career in the bowling business before venturing to college as a collegiate bowler at Vincennes University (Vincennes, Indiana) and then to West Texas State University (now West Texas A&M, Canyon) where he earned a BBA in Marketing (1981) and an MBA (1982).  He went on to earn a Ph.D. in Marketing at Texas A&M University (College Station).

In 1985, Dr. Martin joined the faculty at Ā鶹ĘĘ½ā°ę State University (WSU) where heā€™s taught a variety of both undergraduate and graduate courses.  Today, Dr. Martin is the PIR Full Professor of Marketing in WSUā€™s W. Frank Barton School of Business.

Dr. Martin also served as the Marketing Editor of the worldā€™s leading trade and consumer publication for tenpin bowling, Bowlers Journal International (1990-2000), and as the Editor of an academic journal that focuses on the marketing-related challenges faced in the service sector, The Journal of Services Marketing (1990-2014). As a consultant, heā€™s worked with numerous organizations such as the National Bowling Council, Bowling Proprietorsā€™ Association of America, American Bowling Congress, and several bowling-related companies.

Outside of the U.S., Dr. Martin gained valuable international experience as a visiting scholar and/or visiting editor at several universities throughout the world, including Comenius University (Bratislava, Slovakia), Sogang University (Seoul, Korea), University of Westminster (U.K.), University of Liverpool (U.K.), Manchester Business School (U.K.), Queensland University of Technology (Brisbane, Australia), and Bond and Griffith Universities (Gold Coast, Australia).  Further, he has spoken as a keynote speaker at several international conferences in recent years, e.g., Lahore (Pakistan),   Macau   (China),   Hong   Kong   (China), Kyrenia (Cyprus), Manchester (U.K.), and Calgary (Canada).

In addition to teaching, consulting, editing journals and visiting faraway lands, Dr. Martin is an active researcher and business writer as well.  Heā€™s had more than 300 sole- or co-authored manuscripts published including dozens of professional journal articles and several books.   His publications address a wide variety of topics pertaining to marketing management, services, consumer behavior, retailing, sports marketing and teamwork, among others. 

Since the early 2000ā€™s, Professor Martinā€™s research curiosity has led him to the study of business history, in general, and marketing history, in particular ā€“ exploring the contributions of past generations of business practitioners and thinkers who have had an impact on business practices. Students in his classes receive several doses of history lessons during the semester!

Most recently, Dr. Martin has pioneered research in the role that calendars play in shaping marketing practices and influencing buyer behavior ā€“ what he has dubbed as ā€œcalendar-led marketingā€ and ā€œcalendar-led buyer behavior.ā€   Coupled with his interest in business and marketing history, this research has contributed greatly to the development of Dr. Martinā€™s Marketing For All the Marbles Every day (Marketing FAME, for short) book series and to several published and forthcoming journal articles regarding the interplay of calendars, marketing, and buyer behavior.  If youā€™d like to learn more about these marvelous topics, see the discussion, several student-friendly articles published in their entirety, and   an   introductory   video  on  the   ā€œCalendar-led marketing and buyer behaviorā€ page of the seriesā€™ official resource support website, .  Free excerpts from multiple editions of Marketing FAME are available too ā€“ on the ā€œFree Samplesā€ page.

Recent Publications

  • Martin, C.L. and M.H. Martin (2018). ā€œMarketing content that resonates: An exploratory investigation of college studentsā€™ ā€˜favoriteā€™ marketing content,ā€ Journal of Marketing Management 6(1), 19-29.
  • Martin, C. L. (2017). Calendar-led marketing: Strategic synchronization of timing. The Marketing Review, 17(1), 1-14.
  • Martin, C. L. (2016). How nature, culture and legal calendars influence the calendrical timing of consumer behavior. Journal of Customer Behavior, 15 (4), 337-368.
  • Martin, C. L. (2016). Calendars: Influential and widely used marketing planning tools. Journal of Brand Strategy, 5 (2), 1-14.
  • Martin, C. L. (2016). Retrospective: Compatibility management: Customer-to-customer relationships in service environments. Journal of Services Marketing, 30 (2016) (1), 11-15.
  • Martin, C. L. (October 19, 2017). Marketing For All the Marbles Every day: People and events shaping the continuing evolution of marketing practice (Marketing FAME) ā€“ 2018 Edition -- CIBER Publications, 432 pages. Note: Sample excerpts and the bookā€™s detailed index (11,000+ entries) may be found on the book seriesā€™ resource support website,