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Management & Marketing

Mark Peterson

Associate Professor

Ph.D., Georgia Institute of Technology
M.S., Georgia Institute of Technology
B.A., University of Virginia

Research
Research Methods
Entrepreneurship/Small Business
Quality-of-Life

Dr. Peterson received his Ph.D. in marketing from Georgia Tech in 1994 and joined the UW faculty in Fall 2007. He worked as a quantitative research analyst in the marketing research industry for two years after graduating from Georgia Tech before beginning his academic career at the University of Texas at Arlington in 1996. At UT-Arlington, Dr. Peterson developed the qualitative research course for students in the Master of Science in Marketing Research program. He taught this course for ten consecutive years. In these ways, Dr. Peterson brings a rare versatility to research design issues. He has extensive experience using quantitative, as well as qualitative approaches. His research interests include research methods, marketing and society issues, as well as international marketing. His research has been published in such outlets as Journal of Academy of Marketing Science, Journal of Public Policy & Marketing, Journal of Advertising, Entrepreneurship Theory & Practice, Journal of Business Research, and Journal of Macromarketing. He currently serves on the editorial policy board for the Journal of Macromarketing. Dr. Peterson was a Fulbright Scholar at Bilkent University in Ankara, Turkey in 2006. He has also taught as a Senior Fulbright Lecturer for the US State Department in Damascus, Syria, in UTA's Executive MBA program in Beijing, China, at Southern Methodist University, and at Ecole des Hautes Études Commerciales de Montral. Mark is a founder of Silk Road Success!, a social entrepreneurship venture to boost global business skills in countries of the Old Silk Road. He is also founding advisor of Summit Leadership of Wyoming, a registered student organization devoted to servant leadership and outdoor education.

Teaching
Marketing Research
Product Development
International Marketing

Publications
Bishop, Melissa Maier and Mark Peterson, "The Impact of Medium Context on Bilingual Consumers' Responses to Code-Switched Advertising", Journal of Advertising, forthcoming.

Peterson, Mark, Ahmet Ekici and David Hunt, "How the Poor in a Developing Country View Business' Contribution to Quality-of-Life Five Years After a National Economic Crisis", Journal of Business Research, forthcoming.

Peterson, Mark, "Internationalizing as a Business Educator: A Personal Guide to Gaining a Global Dimension", Journal of International Business Education, forthcoming.

Briggs, Elten, Mark Peterson and Gary Gregory, "Toward a Better Understanding of Volunteering for Nonprofit Organizations: Explaining Volunteers' Pro-Social Attitudes", Journal of Macromarketing, forthcoming.

Ekici, Ahmet and Mark Peterson, "Consumer Trust for Market-Related Institutions and Quality of Life in a Developing Country: Comparing Both Sides of the Poverty Line", Journal of Public Policy & Marketing, vol. 28 (1) Spring, 2009, 56-70.

McGee, Jeff, Mark Peterson, Steve Mueller and Jennifer Sequiera, "Entrepreneurial Self Efficacy: Refining the Measure", Entrepreneurship Theory and Practice, vol. 43 (4), 2009,965-988.

Peterson, Mark and Ahmet Ekici, "Consumer Attitude toward Marketing and Subjective Quality-of-Life in the Context of a Developing Country" in Consumer Well-Being Special Issue of Journal of Macromarketing, vol. 24, (December), 2007, 350-359.

Peterson, Mark, "Effects of economic well-being and age on the vacationing behavior of US consumers", Journal of Vacation Marketing vol. 13 (1), 2007, 29-43. 

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