Introduction
Clinton Lanier, PhD, teaches a variety of undergraduate courses such as Introduction to Marketing, Marketing Research and Marketing Strategy. He has also co-taught the Christian Faith and Management course with professors in the Department of Theology. He enjoys teaching and actively seeks to stimulate innovative thought and critical thinking in his students. He especially likes to stimulate a holistic view of marketing by teaching students how all of the parts fit together and inform each other.
Dr. Lanier is an active researcher with a deep interest in marketing theory and consumer behavior. His research focuses on various aspects of experiential marketing and symbolic consumption, including the nature of consumption experiences, the engagement of consumer imagination, and the motivation behind the consumption and production of popular culture. Dr. Lanier has researched various marketing products, practices, and contexts such as amusement park rides, renaissance festivals, musical instruments, and fan fiction. He has published numerous articles and book chapters in a variety of academic journals and edited volumes including Consumption Markets & Culture, Journal of Marketing Management, Marketing Theory, Brand Mascots, and Memorable Customer Experiences.
In addition to his current academic pursuits, Dr. Lanier has more than 15 years of business experience at both the retail and wholesale levels. He worked as a department manager in his family's retail building materials business and a retail consultant for major department stores in the southeast United States.
Dr. Lanier is passionate about exploring the boundaries of marketing thought in both his research and teaching. With degrees in both business and philosophy, he enjoys examining the assumptions behind marketing practice in order to help his students think deeply about both how and why we consume as well as how businesses can more effectively satisfy consumers' needs, wants and desires.