Charles A. McMellon

Associate Professor of Marketing and International Business

OFFICE Weller Hall 223 VOICE (516) 463-6450 Send an Email Personal Web Site HofBiblio

Education

1997
Ph.D. - Graduate School of the City University of New York
Major: Marketing (Consumer Behavior).
Dissertation:The Allocation and Consumption of Time On-line.An Examination of
the Factors that Influence the Elderly Consumer's Behavior on the Internet.

1994
M.B.A. - Bernard M. Baruch College.
City University of New York
Major: Marketing

1968
B.B.A. - Bernard M. Baruch College (cum laude)
City University of New York
Major: Marketing
Honors thesis: Visual Persuasion Techniques in Television Advertising

1966
A.A.S. - New York City Community College (cum laude)
City University of New York
Major: Graphic Arts

Selected Publications

Journals:

• McMellon, Charles A. & Mary Long (2006). Sympathy, Patriotism, and Cynicism:
  How Advertisers and Consumers Reacted after 9/11/01. Journal of Current Issues and
  Research in Advertising. 28 (2), 1-18.
• Long, Mary, Charles A., McMellon, S.D. Clark & Leon G. Schiffman (2006). Building
  Loyalty: An Empirical Examination of Relationship Marketing.Services Marketing
  Quarterly, 1-17.
• McMellon, C.A. & I. Eftimov (2004).Exploring the Determinants of the Media Negotiation
  Process: A Qualitative Study. Current Issues and Research in Advertising. 26 (2), 27-39.
• McMellon, Charles A. & Mary Long (2004). Exploring the Determinants of Retail Service
  Quality on the Internet.Journal of Services Marketing. 18(1), 78-90.
• James, William, Charles A. McMellon & Gladys Torres-Baumgarten (2004). Dogs and Cats
  Rule: A New Insight into Segmentation.Journal of Targeting, Measurement and Analysis
  for Marketing. 13 (1), 1-8.
• Long, Mary, S. D. Clark, Leon G. Schiffman & Charles A. McMellon (2003). In the Air Again:
  Frequent Flyer Relationship Programs and Business Travelers' Quality ofLife. International
  Journal of Travel Research. 5 (6), 421-423.
  
• McMellon, Charles A. & Leon G. Schiffman. (2002). Cybersenior Empowerment: How Some
  Older Individuals are Taking Control of Their Lives. Journal of Applied Gerontology. 21 (2),
  157-175.
• McMellon, Charles A. & Leon G. Schiffman (2001). Cybersenior Research: A Practical Approach
  to Data Collection.Journal of Interactive Marketing. 15(4), 46-55.
• McMellon, Charles A.(1999). Integrating University, Community, and Student Goals in an
  Advertising Skills Course. Journal of Advertising Education.3 (Spring), 9-15.
• McMellon, Charles (1995). and R. H. Ducoffe."Sorting the Mail: A Study of Categorization and
  Deliberative Processing."Journal of Direct Marketing, 9 (Winter), 56-66

Book Reviews published in Journals

• McMellon, Charles (2009).Digital Engagement. The Journal of Consumer Marketing(review of
  Harden and Heyman's book).
  
• McMellon, Charles (2008).Citizen Marketers. The Journal of Consumer Marketing(review of
  McConnell and Huba's book).
• McMellon, Charles (2008). The 50-Plus Market. The Journal of Product and Brand Management
  (review of Stroud's book).
• McMellon, Charles (2007).Pop! Standout in Any Crowd, The Journal of Consumer Marketing
  (review of Horn's book), 24(2), 120-121.
• McMellon, Charles (2006).Web Copy That Sells:Revolutionary Formula for Creating Killer Copy
  Every Time. . The Journal of Consumer Marketing(review of Veloso's book), 23(6), 367-368.
• McMellon, Charles (2005). The Customer Learning Curve: Creating Profits from Marketing Chaos
  The Journal of Product and Brand Management (review of Hellman and Burst's book) 14 (5), 348-350.
• McMellon, Charles (2005). Inclusive Branding: The Why and How of a Holistic Approach to Brands.
  The Journal of Product and Brand Management (review of Schmidt & Ludlow's book) 14 (1), 74-75.
• McMellon, Charles (2005). Defending the Brand: Aggressive Strategies for Protecting Your Brand in
  the Online Arena (review of Murray's book) 14 (1), 75-76.
• McMellon, Charles (2004).How to Advertise: What Works, What Doesn't-And Why The Journal of
  Consumer Marketing(review of Roman, Maas & Nisenholtz's book), 21, 366-367.
  
• McMellon, Charles (2003).Making It Personal The Journal of Consumer Marketing(review of
  Kasanoff's book), 20 (6), 591-594.
• McMellon, Charles (2002).Provacy-Enhanced Business: Adapting to the Online Environmentl The
  Journal of Consumer Marketing(review of Frye's book), 19 (4/5), 445-447.
  
• McMellon, Charles (2000).Online Customer Care - Applying Today's Technology to Achieve World-Class
  Customer Interaction The Journal of Consumer Marketing(review of Cusack's book), 17 (1), 78-81.
• McMellon, Charles (1999).How Advertising Works: The Role of Research The Journal of Consumer Affairs
  (review of Jones' book), 33 (2).
  
• McMellon, Charles (1995).Business-to-Business Communication Handbookl The Journal of Business-to-
  Business Marketing(review of Messner's book), 2 (2), 89-91.
  
• McMellon, Charles (1995).Business-to-Business Direct Marketing The Journal of Business-to-Business
  Marketing(review of Bly's book) 2 (2), 92-93.
  
• McMellon, Charles (1993).Global Perspectives on Advertising Self-Regulation The Journal of Business-to-
  Business Marketing(review of Boddewyn's book) 1 (4), 4.
  

Accomplishments & Honors

2010-Present
Member of Editorial Review Board
Journal of Advertising Education.

2009
Co-chairperson (with Dr. Barry Berman)
Retailing 2009: Strategic Challenges in Uncertain Times, Tri-Annual Conference
Sponsors: Academy of Marketing Science & American Collegiate Retailing Association.
September 30/October 3, 2009, New Orleans, Louisiana.

2006
Co-chairperson (with Dr. Barry Berman)
Retailing 2006: Strategic Planning in the New Millenium, Tri-Annual Conference
Sponsors: Academy of Marketing Science & American Collegiate Retailing Association.
November 1-4, 2006 Orlando, Florida

2003
Co-chairperson (with Dr. Barry Berman)
Retailing 2003: Strategic Planning Uncertain Times, Tri-Annual Conference
Sponsors: Academy of Marketing Science & American Collegiate Retailing Association.
November 6-9, 2003, Columbus, Ohio.

2007-Present
Member - Executive Board
American Collegiate Retailing Association

2007-Present
Member - Editorial Review Board
Journal of Current Issues and Research in Advertising

2004-Present
Member - Editorial Review Board for Buyer Behavior
Journal of Business Research

Professional Experience

1989-1991
Executive Vice President
Ted Chin & Company, New York
Director of Client Services ($ 30MM in Billings).
Responsibilities: marketing and service to all accounts, including such as: Irving Bank, Simon & Schuster, Shaklee Corporation, Forest City MetroTech, Acutrak Watches, Sonnet Sprint water, and others.

1979-1988
Senior Vice President
Ally & Gargano, New York
Management Supervisor
Accounts: Dunkin' Donuts, Jergen's Products such as Jergen's Lotion, Bryan Foods, BayBanks, Kayser-Roth, Mindscape Software.

1972-1979
Vice President
Foote, Cone & Belding, New York.
Management Supervisor($20mm budget)
Main Accounts: Clairol Products (Introduced many new products as this client grew to be number one) and Schenley Liquors.