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Charles A. McMellon

Associate Professor of Marketing and International Business


Degrees

PHD, 1997, CUNY Gr Sch & Univ Cnt; MBA, 1994, CUNY Baruch Coll; BBA, 1968, CUNY Baruch Coll


Bio

Teaching:

  • MKT 211 Advertisement Management (graduate)
  • MKT 222 International Promotional Campaigns (graduate)
  • MKT 247 Consumer Behavior in the Global Environment (graduate)
  • MKT 270Marketing Problems Seminar (graduate)
  • MKT 275Strategic Planning in Marketing (graduate)
  • MKT131Principles of Advertising
  • MKT132Integrated Marketing Campaigns
  • MKT133Advertising Case Competition

Areas of Expertise & Research

  • Creativity in Advertising
  • Advertising Effectiveness
  • Consumer Behavior Aspects of New Media
  • Advertising Management, Strategy and Tactics

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

1968B.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


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.

1968-1971
Account Executive
Young & Rubicam, N.Y.

Main Accounts: General Foods, National Distillers, Time Inc

Teaching Interests

Marketing Strategy Consumer Behavior Advertising

Research Interests

Marketing Strategy Consumer Behavior Advertising The Elderly

Recent Courses Taught

Course Title Level
MKT 131 PRINCIPLES OF ADVERTISING Undergraduate
MKT 170 INTERNATIONAL MKT Undergraduate
MKT 247 CONSUMER BEHAVR IN GLOBAL ENVR Graduate
MKT 275 ADV STRAT PLAN MKTG GLOB PERS Graduate
Photo of Charles McMellon

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