Erin Marshall Steffes

Professor, Department of Marketing

Photo of Erin Marshall Steffes

Contact Info

Phone:
410-704-3334
Office:
Stephens Hall, ST 123A
Email:

Currently Teaching

  • Spring: MKTG341.002 - MARKETING AND CREATIVITY



Education

Ph D, Marketing, University of Texas at Dallas, 2005
MBA, , University of Texas at Dallas, 1999
BBA, Marketing, College of William and Mary, 1993

Areas of Expertise

Internet Marketing

Customer Lifetime Value

Web 2.0 in the classroom

Selected Publications and Presentations

  • Risk-Adjusted Lifetime Value: Adjusting for Customer Riskiness Using A Single Metric,
    Publisher: Emerald, November, 2024
  • Understanding the difference between opportunistic and needy customers’ borrowing behavior: a new approach to segment current credit card customers,
    Publisher: International Journal of Bank Marketing, May, 2023
  • The effect of teaser rates on new credit card customers’ spending and borrowing: An empirical analysis,
    Publisher: Emerald, November, 2022
  • Application and video activities 16e,
    Publisher: McGraw-Hill, April (2nd Quarter/Spring), 2022
  • Description and Evaluation of an Innovative Segmentation, Targeting, and Positioning Activity Using Student Perceived Learning and Actual Student Learning,
    Publisher: Marketing Education Review, , 2019
  • Application Activities for Kerin 15e,
    Publisher: McGraw Hill, July (3rd Quarter/Summer), 2019
  • The effect of promotional interest rates on customer borrowing and payment behavior in the credit card industry,
    Publisher: Journal of Financial Services Marketing, June, 2019
  • Application activities for Kerin 8e,
    Publisher: McGraw-Hill, July (3rd Quarter/Summer), 2018
  • Role-Playing in a Consumption Context: An Experiential Learning Activity Focused on the Consumer Decision Making Process,
    Publisher: Marketing Education Review, February, 2018
  • Marketing Analytics Cases/Activities for Marketing 14e,
    Publisher: McGraw-Hill Higher Education, July (3rd Quarter/Summer), 2017
  • Kerin & Hartley video cases 13e,
    Publisher: McGraw-Hill Education, January (1st Quarter/Winter), 2016
  • Making Marketing Strategy Stick: Using Experiential Assignments to Teach Segmentation and Targeting,
    Publisher: Marketing Management Association, September, 2015
  • Kerin & Hartley: The Core 6e video cases,
    Publisher: McGraw-Hill, April (2nd Quarter/Spring), 2015
  • What is Internet Marketing and Why Should I Care?,
    Publisher: The University of Canberra , October (4th Quarter/Autumn), 2014
  • Kerin, Harley & Rudelius Marketing 12e video cases,
    Publisher: McGraw-Hill Higher Education, January (1st Quarter/Winter), 2014
  • Evaluating the Effect of Affinity Card Programs on Customer Profitability Using Propensity Score Matching,
    Publisher: Journal of Interactive Marketing, May, 2013
  • Marketing: The Core 5e digital coathor,
    Publisher: McGraw-Hill, January (1st Quarter/Winter), 2013
  • Developing a Measure of Risk Adjusted Revenue (RAR) in Credit Cards Market: Implications for Customer Relationship Management,
    Publisher: European Journal of Operations Research/Elsevier B.V., January (1st Quarter/Winter), 2013
  • Using YouTube as a Primer to Affect Student Retention,
    Publisher: Metropolitan Universities Journal, October (4th Quarter/Autumn), 2012
  • The reliability of Crowdsourcing Grading in Creative Marketing Project Context,
    Publisher: Journal for Advancement of Marketing Education, June, 2012
  • Edutainment with Videos and its Positive Effect on Long Term Memory Content Retention,
    Publisher: Journal for Advancement of Marketing Education, April (2nd Quarter/Spring), 2012
  • Marketing 11e, digital coathor,
    Publisher: McGraw-Hill, January (1st Quarter/Winter), 2012
  • Why are some Modes of Acquisition more Profitable?,
    Publisher: Journal of Financial Services Marketing, September, 2011
  • What Price Loyalty? A Fresh Look at Loyalty Programs in the Credit Card Industry,
    Publisher: Journal of Financial Services Marketing, June, 2011
  • The Value of Affinity Programs in the Credit Card Market,
    Publisher: Marketing Science, June, 2010
  • Walmart China Price Change: 2006-2008,
    Publisher: Annual Meeting of the Association for Global Business, November, 2009
  • Social Ties and Online Word of Mouth: Do the Rules Hold,
    Publisher: Internet Research, January (1st Quarter/Winter), 2009
  • Acquisition, Affinity, and Rewards – Do They Stay or Do They Go,
    Publisher: Journal of Financial Services Marketing, December, 2008
  • The Effect of Modes of Acquisition and Retention Strategies on Customer Profitability: A Bayesian Approach ,
    Publisher: INFORMS Annual Meeting and Conference, October (4th Quarter/Autumn), 2008
  • Developing a Measure of Risk Adjusted Revenue (RAR) for Credit Cards,
    Publisher: Institute for OPerations Research and the Management Sciences, November, 2007
  • The Effects of Modes of Acquisition and Retention Strategies on Customer Profitability,
    Publisher: Institute for Operations Research and the Management Sciences, June, 2006
  • Internal Marketing at Continental Airlines: Convincing Employees that Management Knows Best,
    Publisher: Marketing Letters, May, 2002

Grants & Contracts

  • MRI: Track 1 Acquisition of a Cluster of Advanced Hardware for Behvioral and Business Research
    Sponsor: Towson University,
  • Course Redesign Grant
    Sponsor: Towson University- Office of Academic Innovation, 2015