Professional Summary
Russ Merz is a Professor of Marketing at Eastern Michigan University. He began his tenure at EMU in 1982 as an Assistant Professor. Over the years he has educated and counseled many thousands of marketing students at EMU both at the graduate and undergraduate level. In the process, he has taught a wide variety of marketing courses including marketing principles, advertising strategy, promotional strategy, consumer behavior, new product development, marketing strategy, marketing research and marketing planning and management.
As a researcher Professor Merz maintains an active research program investigating, among other things, measurement issues in marketing as they relate to customer satisfaction, sports marketing and organizational performance. In addition, he is an active consultant in the area of strategic measurement systems and serves as a research consultant to CFI Group the co-producer of the American Customer Satisfaction Index (ACSI). He also serves on the technical advisory board of Foreseeresults.com, a web-site satisfaction measurement firm.
As a director and board member Professor Merz participated in the founding and early growth management of three start-up enterprises in the business services sector. During these engagements his responsibilities included: managing a team of consultants responsible for servicing a multi-million dollar consulting client portfolio; directing a team of Ph.D. level analysts who built advanced statistics-based performance measurement models for Fortune 500 clients; and overseeing a technological development effort that resulted in a web-based performance measurement platform.
He has published in the Strategic Management Journal, the Journal of Advertising, Journal of Small Business Management, and proceedings articles for conferences held by the American Marketing Association (AMA) and the Association of Marketing Theory and Practice (AMTP). His professional credentials include a BS from the Georgia Institute of Technology, an MBA in Marketing from Miami University, and a Ph. D. in Marketing from Michigan State University. He is also a member of the Academy of Marketing Science.
Courses Taught
MKTG360 Principles of Marketing
MKTG470 Marketing Research
MKTG473 Marketing and Product Innovation
MKTG475 Marketing Management
MKTG610 Marketing Policies & Problems
Research Interest & Projects
Dr. Merz teaches undergraduate and graduate marketing planning, product innovation, marketing policy and marketing strategy.
Selected Publications
Fullerton, S. & Merz, G. R. (in press, 2008). The Four Domains of Sports Marketing: A Conceptual Framework. Sport Marketing Quarterly.
Fullerton, S., Merz, G. R. , & McCullough, T. (2005). An Examination of Attitudes and Behaviors of Sports Fans in America. Association of Marketing Theory and Practice, 14 (386), ATMP, 8.
Merz, G. R. & Fullerton, S. (2005). Developing a Personal Investment Measurement Scale for Sport Spectator Behavior. Association of Marketing Theory and Practice, 14 (394), AMTP, 8.
Merz, G. R. & Sauber, M. H. (1995). Profiles of Managerial Activities in Small Firms. Strategic Management Journal, 16, 551-564.
Merz, G. R., Weber, P. B. , & Laetz, V. B. (1994). Linking Small Business Management with Entrepreneurial Growth. Journal of Small Business Management, 32 (4), 48-60.
Academy of Marketing Science
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