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Rhonda Walker Mack, Ph.D.

Department Chair

Address: Beatty Center, Suite 300, Room 305
Office Hours: T-R: 9:15-10:30 am and 1:30-2:45 pm; or by appointment
Phone: 843.953.6565
E-mail: mackr@cofc.edu
Curriculum Vitae: Download


Rhonda Mack is a Professor of Marketing at the College of Charleston.  She earned her Ph.D. in Marketing from the University of Georgia, her MBA and B.S. in Business Administration/Marketing from Winthrop University.  Following the completion of her MBA, Dr. Mack worked with Duke Energy in Charlotte, NC.  Her academic career includes faculty and administrative positions at the College of Charleston, California State University – Stanislaus, and Winthrop University.  Dr. Mack’s research interests focus on several areas including not-for-profit donor motivation, healthcare marketing, event sponsorship, and services marketing in general.  Her teaching areas of expertise include services marketing, marketing research, integrated marketing communications, consumer behavior and marketing management.  Examples of journals that have published Dr. Mack’s research are: the Journal of Advertising Research, the Cornell Hospitality Quarterly, MIS Review: An International Journal, the Health Marketing Quarterly, the Journal of Hospital Marketing, the Journal of Small Business Management, Managing Service Quality, the Journal of Business and Economics research and the Global Business and Economics Review. She has also presented her research at conferences in the U.S. and abroad.  Dr. Mack has extensive experience in consulting in marketing strategy and marketing research particularly in the services industry.


Education

University of Georgia - Athens, Georgia
Ph.D., Marketing, 1983

Winthrop University - Rock Hill, South Carolina
M.A., Business, 1977

Winthrop University - Rock Hill, South Carolina
B.S., Business Administration, 1976


Research Interests

  • Not-For-Profit Donor Motivation
  • Pharmaceutical Marketing
  • Healthcare Marketing
  • Services Marketing
  • Event Sponsorship

Courses Taught

  • Marketing Concepts
  • Marketing Management
  • Marketing Research
  • Services Marketing
  • Consumer Behavior
  • Internet Marketing
  • Healthcare Marketing
  • Integrated Marketing Communications

Honors and Awards

  • Ewing Marion Kauffman Foundation Research Award - Community Sponsorship Activities of Fast Growth Entrepreneurs: Objectives & Benefits.
  • Alpha Mu Alpha (National Marketing Honorary Society)
  • Continuously involved in various marketing consulting activities, continuing professional education endeavors, academic curriculum review and academic program development, and service as an expert witness. Examples of companies/organizations I have worked with include: E. and J. Gallo Winery, United Way of Stanislaus County, Medic Alert Corporation International, Tri-Valley Distributors, SCEDCO (Stanislaus County Economic Development Commission, Modesto Chamber of Commerce, City of Merced, Bank of Charleston, Doctors' Hospital, Stanislaus County Hospital, Oak Valley Hospital, Modesto Irrigation District, Stanislaus County Arts Council, Modesto Symphony, Patriots Point, Charleston Concert Association, Charleston Symphony Orchestra, Bank of South Carolina, Crisis Ministries, TBonz, South Carolina Economic Developers School, The Tate Center for Entrepreneurship (Board of Directors), Executive Women's Forum, Center for Small Business Administration (Advisor), American Heart Association, Bishop Gadsden Episcopal Retirement Community, S C Department of Education, Charleston School of Law, etc.
  • Editorial Board, Journal of Healthcare Management
  • Reviewer, Journal of Tourism Marketing

Publications

Smith, W.W., Pitts, RE., Mack R.W., and Litvin S.W. (2016).  "It's Got to 'Fit" - Exploring Corporate Sponsorship Decisions. The International Journal of Hospitality and Event Management.  Vol. 1, No. 4, pgs. 293-304.
 
Pitts, Robert E., Smith, Wayne W., and Mack, Rhonda W., (2016). "Don't be One More Logo on the Back of the T-Shirt-Optimizing Sponsorship Recall," Journal of Convention and Event Tourism. Vol. 17, No. 2, pp. 75-94.  Routledge. (DOI: 10.1080/15470148.2015.1059782).

Smith, W.W., Pitts, R., Wang, W., & Mack, R., (2015). "What is Most Important in Transferring Goodwill from Charity Run Participants to Sponsors?"  Event Management:  An International Journal, 19(3), pp. 305-316.

Blose, J. E., Mack, R. W. and Pitts, R. E., (2015), "The Influence of Framing Effects on Green Behavior:  Linen Re-use", Cornell Hospitality Quarterly, Vol. 56(2), May 2015, pp. 145-154.  First published on November 5, 2014 as doi:10.1177/1938965514556480. Also featured on the SAGE Management Blog – Management INKhttp://managementink.wordpress.com

Pitts, R. E., Blose, J.E., and Mack, R.W., (2014)  “Exploring the Characteristics of Top Not-for-Profit Websites.”  MIS Review: An International Journal, Vol. 19,  No. 2, pgs. 15-39.

Conference Proceedings/Presentations

Mack, Rhonda W., Davis, Joshua M. and Blose, Julia E., (2013)  "ls Television Still King? DTCA Media Selection Strategy," Reflecting on the Past, Celebrating The Future in Marketing Research, Proceedings of the International Research Conference, University of Edinburgh Business School, eds. M. Karampela and V. Pareek, September 19-20, pp. 39-43.

Pitts, Robert E., Blose, Julia E. and Mack, Rhonda W., (2013) "Arousal and Negative Message Effect on Intention to Give," presentation at Meetings of the Association of Marketing Theory and Practice, Charleston, SC, 3/21/2013.  Received best track paper award.

For a comprehensive list of Dr. Mack's research, please see her CV.