Mark Peterson

Education

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

 

Teaching Interests

Sustainable Business Practices
Marketing Research
Advanced Marketing Models

 

Research

Sustainability
Marketing and Society
International Marketing

 

Bio

Dr. Mark Peterson is Professor of Marketing and Sustainable Business Practices at the University of Wyoming where he teaches marketing classes across all levels (undergrad, MBA and PhD). He received his Ph.D. in marketing from Georgia Tech in 1994. His dissertation on TV ad response received the Alpha Kappa Psi Award from the Academy of Marketing Science in 1995. Mark first taught at the University of Texas at Arlington and joined the University of Wyoming faculty in Fall 2007. Mark has more than 60 refereed journal publications in journals such as Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Public Policy & Marketing, and the Journal of Macromarketing (for which he served as editor from 2016-2019). He is the author of Sustainable Marketing: A Holistic Approach published in 2021 by SAGE Publications. He is a thought leader for how firms can integrate environmental and social concerns into their business decisions. Mark has lived and worked more than seven years overseas in Germany, South Korea, Turkey, France and Canada. He served the Academy of Marketing Science as Vice-President, Membership USA from 2018 through 2019.

 

Refereed Journal Articles

Peterson, Mark, Bård Tronvoll, and Julia A. Fehrer (2025). Theories of Sustainability:
Re-Imagining a Marketing-Indigenous Understanding of Sustainability, AMS Review (2025).

Matsuda dos Santos, Monique, & Peterson, M. (2025), Data-driven Configurations of
Global Prosperity, Journal of Macromarketing, (2025).

Enriques, S., & Peterson, M. (2024). A Consumer Vulnerability Perspective on State
Sponsored Propaganda. Journal of Macromarketing,(2025). [Impact
factor 3.7, Scimago Q2, Scimago Journal Ranking 0.95].

Peterson, Mark, Forrest Watson and Walid Abou Khalil, “Explaining Consumer Support
for Sustainable Business Practices in the Frontier Market of Lebanon,”
Journal of Macromarketing, 2023, 43 (3), 351-366. Awarded the Charles C.
Slater Award in 2024 for the best article in the Journal of Macromarketing 2022
2023 [Impact factor 3.7, Scimago Q2, Scimago Journal Ranking 0.95].

Peterson, Mark and Naresh K. Malhotra, “Ad typicality judgments in the processing of creative television ads,”
International Journal of Advertising, 2023, 42 (2), 288-316. [Impact factor 5.3, Scimago Q1, Scimago Journal
Ranking 2.58].

Peterson, Mark. “Using Macromarketing to Teach Business Sustainability”, Journal of Marketing Education, 2022, 44 (3),
390-401. [Impact factor 2.8, Scimago Q1 in Education, Scimago Journal Ranking 0.94].

Peterson, Mark. “Teaching the Online Marketing Research Course to MBA Students”, Journal of Marketing Education,
2021, 43(3): 371–385. [Impact factor 2.8, Scimago Q1 in Education, Scimago Journal Ranking 0.94].