Ph.D., Arizona State University, 2002; MBA, University of Toledo, 1990; B.A., University of Michigan, 1988
Marketing management: Market strategy and performance relationships, brand equity and brand community, sponsorship effects on brand image; Consumer behavior: Brand image and personality, retail design atmospherics, role of emotions and expectations
Arizona State University: 2006-present. Previous Appointments: University of Arizona, University of North Carolina-Charlotte
Career and Professional Awards; Teaching Awards
2011 Recipient, Huizingh Outstanding Honors Professor, W. P. Carey School of Business; 2010 Recipient, Huizingh Outstanding Undergraduate Professor, W. P. Carey School of Business; Recipient, W. P. Carey School of Business Faculty Advisor of the Year Award, 2009; Recipient, W. P. Carey School of Business John Teets Outstanding Undergraduate Teaching Award, 2009; Finalist, W. P. Carey School of Business Faculty Advisor of the Year Award, 2008; Finalist, W. P. Carey School of Business John Teets Outstanding Undergraduate Teacher Award, 2008; Recipient, College of Business Outstanding Graduate Student Teacher Award, 2000; Finalist, College of Business Outstanding Graduate Student Teacher Award, 1999
Vice Chair Communications, Sports and Special Events Special Interest Group, American Marketing Association, 2004-2006
Corporate and Public Sector Leadership
Director, Marketing Communications, Edison Industrial Systems Center, Toledo, OH
Eaton, John P. and Michael P. Mokwa (2008), "Conventional Validity of Economic Impact Studies: Lessons Learned on the Road to the Super Bowl," 2008 Sport Marketing Association Annual Conference.
Eaton, John P. and Michael P. Mokwa (2007), "Collegiate Athletic Marketing Practices: The Effect of Moderators on the Relationship between Market Orientation and Performance," 2007 Sport Marketing Association Annual Conference.
Eaton, John P. and Michael P. Mokwa (2006), "Measuring Performance in Collegiate Athletics: Conceptualizing Beyond Convention," 2006 Sport Marketing Association Annual Conference.
ASU is a tier 1 research university and W. P. Carey is proud of its strong tradition of teaching and classroom excellence. Our students directly benefit from the research and theories our faculty brings into the classroom. Below is a list of courses being taught during the current semester by this faculty member. Click a course to view it in the ASU course catalog.
MKT 300 - Marketing & Bus Performance
The dynamic role of marketing within society and organizations. Emphasizes frameworks and analytical tools that ensure customer focus and drive organizational performance.