Dr. Mary Martin's research interests include e-business, the effects of advertising on children, and innovative teaching strategies. Dr. Martin has published her research in such journals as the Journal of Public Policy & Marketing, The Journal of Advertising, Psychology and Marketing, Global Journal of Business Pedagogy, Journal of Case Studies, The Academy of Educational Leadership Journal, The Academy of Marketing Studies Journal, Journal of E-Business, Journal of Fashion Marketing and Management, Journal of Business and Leadership: Research, Practice, and Teaching, The Journal of Educators Online, Southwestern Business Administration Journal, and Research in Consumer Behavior.


Moeder, Jill D., Michael J. Martin, and Mary C. Martin (2017). Transforming a Nonprofit Organization: A Case of Utilizing Effective Leadership and Management to Achieve Marketing Success. Global Journal of Business Pedagogy, 1(3), 108-124.

Martin, Mary C., Michael J. Martin, and Andrew J. Feldstein (2017). Using Yellowdig in Marketing Courses: An Analysis of Individual Contributions and Social Interactions in Online Classroom Communities and Their Impact on Student Learning and Engagement. Global Journal of Business Pedagogy, 1(1), 55-73.

Martin, Mary C., Jill D. Moeder, Michael J. Martin, Henry Schwaller IV, and Stacey Smith (2016). Rebranding Downtown Fletcher: A Case of Strategic Marketing for a Non-Profit Organization. Journal of Case Studies, 34(2), 25-44.

Martin, Mary C. (2015). Service Learning as Marketing Pedagogy: Practical, Theoretical and Institutional Perspectives. The Academy of Educational Leadership Journal, 19(2), 109-127.

Martin, Mary C., Emi Moriuchi, Ronda M. Smith, Jill D. Moeder, and Charlene Nichols (2015). The Importance of University Traditions and Rituals in Building Alumni Brand Communities and Loyalty. Academy of Marketing Studies Journal, 19(3), 107-118.

Carpano, Claudio and Mary C. Martin (2010). Barriers to the Adoption of Foreign Production Technologies: An Empirical Analysis. The Journal of Global Business Issues, 4(2), 11-20.

Frankforter, Steven A., Mary C. Martin, Bret Becton and Vanessa Hill (2008). Shareholder Votes to Rescind Poison Pill Takeover Defenses: CEO and Director Effects. Journal of Business, Industry, and Economics, 11(Fall), 19-28.

Martin, Mary C., and Henry Schwaller IV (2006). Assessing Student Entrepreneurial Capacity: Implications for Rural Communities and Higher Education. Journal of Business & Leadership: Research, Practice, and Teaching, 2(2), 382-395.

Carpano, Claudio, Michael J. Martin, Mary C. Martin, and Hermann Achidi Ndofor (2005). Performance Implications of Customer Relationship Management Strategy and Market Orientation Organizational Capabilities. Journal of Business & Leadership: Research, Practice, and Teaching, 1(1), 141-150.

Martin, Mary C., David A. Bradbard, and Cara Okleshen Peters (2005). Customer Decision Support Systems: Online Tools for Consumer Decision Making. Journal of E-Business, 5(1/June).

Martin, Mary C. and Cara Okleshen Peters (2005). Exploring Adolescent Girls’ Identification of Beauty Types through Consumer Collages. Journal of Fashion Marketing and Management, 9(4), 391-406.

Peters, Cara Okleshen, David A. Bradbard, and Mary C. Martin (2005). Customer Decision Support Systems: Resources for Student Decision Making. The Journal of Educators Online, 2(2/July).

Martin, Mary C. and Michael J. Martin (2004). Marketing Education Online: Accommodating Different Learning Styles in the Virtual Classroom. Southwestern Business Administration Journal, 4(1), 126-135.

Baker, Stacey Menzel and Mary C. Martin (2000). The Meaning of Exchange in a Sports Card Subculture of Consumption. In Research in Consumer Behavior, ed. Russell W. Belk, Greenwich, CT: JAI Press, 173-196.

Martin, Mary C., James W. Gentry, and Ronald Paul Hill (1999). The Beauty Myth and Persuasion: A Look at Adolescent Girls and Boys. In Advertising and Children, eds. M. Carole Macklin and Les Carlson, Thousand Oaks, CA:  Sage Publications, 165–187.

Martin, Mary C. (1997). Children’s Understanding of the Intent Of Advertising: A Meta–Analysis. Journal of Public Policy & Marketing, 16(2), 205–216.

Martin, Mary C. and James W. Gentry (1997). Stuck in the Model Trap: The Effects of Beautiful Models in Ads on Female Pre–Adolescents and Adolescents. Journal of Advertising, 26(Summer), 19–33.

Martin, Mary C. and Patricia F. Kennedy (1994). The Measurement of Social Comparison to Advertising Models: A Gender Gap Revealed. In Gender and Consumer Behavior, ed. Janeen Arnold Costa, Newbury Park, CA:  Sage Publications, 104–124.

Martin, Mary C. and Patricia F. Kennedy (1993). Advertising and Social Comparison: Consequences for Female Pre–Adolescents and Adolescents. Psychology and Marketing, 10(November/December), 513–530.