Faculty and Staff Directory

Primary Teaching Area: Marketing
Rank: Professor; Tenured; Professor Emeritus May 2024 (retired May 2024).
Date of Initial Hire: August 2012; Assistant Professor 2012; Associate Professor 2016; Professor 2016, Tenured 2016
5-Year Review Period: 2019-2024
Qualification Status: Additional

Academic Degrees:
Ph.D. Marketing, Virginia Tech, 2006
M.B.A. Finance, Virginia Tech, 1993
B.S. Marketing, Mars Hill College, 1985

Rationale for Classification:
0 PRJ and 11 OICs.

Peer-Reviewed Journal Articles (published or accepted):
N/A

Other Intellectual Contributions (OICs):

1. Littlefield, J., Williams, W.P., & Marshall, K.P. (2024). Music and Authenticity: The Emerging Role of AI in Music Creation, Education, and Consumption. Proceedings of the Atlantic Marketing Association, Wilmington, North Carolina. (AIS)

2. Littlefield, J., Williams, W.P., Williams, A., & Welsh, T. (2023). Young Adult Fiction for Sale: Literacy Instruction and the Marketing of Literacy. Proceedings of the Eastern Educational Research Association, Myrtle Beach, South Carolina. (AIS)

3. Littlefield, J., & Williams, W. P. (2022). Marketing Art to Children: The Case of Young Adult Fiction. Proceedings of the Atlantic Marketing Association. (AIS)

4. 2022-2023: Garcia, F., Marshall, V.B., Kim, D., & Littlefield, J., Fulfilling the Potential of a Partnership, AACSB Insight. (AIS)

5. Littlefield, J. & Bunch, C.Y. (2021). The Use of Music in Retro Branding. Proceedings of the Atlantic Marketing Association, Chattanooga, TN, 9-12. (AIS)

6. Williams, W.P. & Littlefield, J. (2021). Buying the Brand to Beat the Bully. Proceedings of the Eastern Educational Research Association. (AIS)

7. Bunch, C. Y., & Littlefield, J. (2021). Retro Branding as a Modern Market Positioning- A Case History of the MoonPie. Proceedings of the Atlantic Marketing Association, Atlanta, Georgia 66-70. (AIS)

8. David, J., Dobscha, S., Kaufman-Scarborough, C., Littlefield, J., Menzel Baker, S., et al. (2021). Special Double Session: The Challenge of Privilege: Unpacking Advantage. Proceedings of the American Marketing Association. (AIS)

9. Littlefield, J., & Hughes, O. (2020). Identity and Social Norms among Music Festival Attendees. Proceedings of the Atlantic Marketing Association. (AIS)

10. Angel, S. & Littlefield, J. (2019). Combining Sport and Performance: Dramaturgical Identity among Independent Wrestlers. Presented at the Atlantic Marketing Association, Asheville, North Carolina. (AIS)

11. Garcia, F., Littlefield, J., Marshall, V., & Kim, D. (2020). Latino Needs Assessment Grant. Co- investigator, Latin American Association. (AIS)