Professor of Marketing

Ralph H. Cassel Endowed Professor of Marketing

Department of Marketing

Research Interests


Ph.D., Florida State University
M.P.A., The University of Kentucky
B.B.A., The University of Kentucky


Prior to coming to The University of Alabama Dr. Baker was Associate Professor of Marketing at Clemson University (2006-2013), Assistant/Associate/ Full Professor of Marketing at the University of North Carolina Wilmington (1994-2006), and Assistant Professor of Marketing at the University of Akron (1989-1994). Dr. Baker has been a visiting lecturer at the Manchester Business School, Zagreb School of Business and Economics, the Barcelona Management Institute, the University of Liverpool, and Royal Holloway University. He has conducted Executive Education programs in Zagreb (Croatia), Sarajevo (Bosnia), and Riga (Latvia). In addition, he has led or been the co-leader for over twenty study abroad programs throughout Europe. Dr. Baker’s research has been awarded the James M. Comer award for Best Contribution to Selling and Sales Management Theory by the Journal of Personal Selling and Sales Management.

Dr. Baker’s research has been published in journals such as the Journal of Marketing, the Journal of the Academy of Marketing Science, the Journal of Retailing, the Journal of Business Research, and Industrial Marketing Management. He is currently an Associate Editor for the Journal of Service Research (where he was named Outstanding Associate Editor in 2021), the International Journal of Management Reviews, and is on the Editorial Review Board for the Journal of the Academy of Marketing Science.