Tanya Mark

Associate Professor, Marketing & Consumer Studies
Department of Marketing and Consumer Studies
Email: 
markt@uoguelph.ca
Phone number: 
ext. 53687
Office: 
Macdonald Institute (MINS), Room 202C

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Professor Tanya Mark’s research interests are customer experience, customer management, and marketing strategy. She develops new segmentation models to investigate the impact of marketing activities on consumer behavior to improve marketing resource allocation decisions. She has conducted research across a variety of industries including retail, food, health and telecommunications.  Mark’s research was awarded William Davidson Best Article Award from the Journal of Retailing (2015) and Best Paper published in the Journal of Business to Business Marketing (2012).  She has presented her research at conferences across Canada, USA, The Netherlands, Turkey, and Spain.

Education

  • Ph.D. Business Administration (Marketing), Ivey Business School, University of Western Ontario
  • B.A. Honors, Business Administration, Ivey Business School, University of Western Ontario

Research Interests

  • Impact of marketing activities on consumption patterns 

  • Segmentation 

  • Customer management
     

Supervision:

Open to advising MSc students:  YES

Open to advising PhD students:  YES

Current Courses

Undergraduate courses: 

  • Marketing Strategy 
  • Product Development 
  • Graduate courses: 
  • Marketing Theory

Publications

  • Mark, Tanya, Colette Southam, Jan Bulla, and Sergio Meza (2016) “Cross-Category Indulgence:  Why Do Some Premium Brands Grow During Recession”. Journal of Brand Management.
  • Goellner, Katharina, Tanya Mark, and Jennifer Alvarado, “Brand Community Duty: The Role of Duty in Brand Communities," (forthcoming), Canadian Journal of Administrative Sciences. 
  • Mark, Tanya, Katherine N. Lemon, Mark Vandenbosch, Jan Bulla, and Antonello Marasuotti “Capturing the Evolution of Customer-Firm Relationships:  How Customers Become More (or Less) Valuable over Time”, Journal of Retailing, September, 2013.  *Awarded best paper, volume 89. 
  • Mark, Tanya, Katherine N. Lemon and Mark Vandenbosch, “Impact of Marketing Mix Activities on Customer Migration Patterns”, (Summer) 2014, Journal of Marketing Theory and Practice. 
  • Mark, Tanya, Rakesh Niraj, and Niraj Dawar, “Uncovering Customer Profitability Segments for Business Customers”, Journal of Business to Business Marketing, February, 2012. *Awarded best paper for 2012. 
  • Bulla, Ingo, Anne-Kathrin Schultz, Christophe Chesneau, Tanya Mark, & Florin Serea, “A Model-based Information Sharing Protocol For Profile Hidden Markov Models Used for HIV-1 Recombination Detection”, BMC Bioinformatics, June 2014. 
  • Bulla, Ingo, Christophe Chesneau, Fabien Navarro, Tanya Mark, “A Note on the Adaptive Estimation of a Bi-dimensional Density in the Case of Knowledge of the Copula Density”, Statistics & Probability Letters, 2015.