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C. Samuel Craig

C. Samuel Craig

Joined Stern 1979

Leonard N. Stern School of Business
Tisch Hall
40 West Fourth Street, 902
New York, NY 10012


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C. SAMUEL CRAIG is the Catherine and Peter Kellner Professor, Professor of Marketing and International Business, and Director of the Entertainment, Media and Technology Program at New York University's Stern School of Business. He currently teaches courses in marketing management and a course which focuses on the entertainment and media industries.

Professor Craig co-authored Consumer Behavior: An Information Processing Perspective (Prentice Hall), Global Marketing Strategy (McGraw-Hill) and International Marketing Research, 3rd edition (Wiley). His research has appeared in the Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Journal of International Business Studies, Columbia Journal of World Business, International Journal of Research in Marketing, Journal of International Marketing, International Marketing Review and other publications. His research is widely cited and he has been the recipient of nine "best article" awards. He received a Stern School Faculty Leadership Award in 2017. Also, he received the American Marketing Association Global Special Interest Group's "Significant Contribution to Global Marketing Knowledge Award" and the Carol and Bruce Mallen Award for "Published Scholarly Contributions to Motion Picture Industry Studies." He is currently on the editorial boards of the Journal of Advertising Research, International Journal of Advertising and the Journal of International Marketing and a past member of the editorial boards of the Journal of Marketing Research and the Journal of Retailing. His research interests focus on the entertainment industry, global marketing strategy and methodological issues in international marketing research. He has taught marketing for executive programs in the United States as well as France, the UK, Thailand, Singapore, Greece, India and Slovenia.

Dr. Craig has held professorial positions at Ohio State University and at Cornell University.

Dr. Craig received his bachelor of arts from Westminster College, his master of science in marketing from the University of Rhode Island and his doctor of philosophy in marketing from Ohio State University.

Research Interests

  • The entertainment industry
  • International marketing
  • Cross-cultural consumer behavior
  • Marketing strategy

Courses Taught

  • Entertainment and Media Industries
  • Marketing Management

Academic Background

Ph.D., Marketing
Ohio State University

M.S., Marketing
University of Rhode Island

Westminster College

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Areas of Expertise


  • Entertainment & Media