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Betsy Gelb

Betsy Gelb

Bauer College of Business at the University of Houston

Betsy Gelb is the Marvin Hurley Professor of Marketing & Entrepreneurship in the Bauer College of Business at the University of Houston. Her Ph.D. is from the University of Houston, in Management. She teaches the course “Books an MBA Should Read,” and also “Communication of Academic Research” for doctoral students college-wide. Current research interests involve trademark/trade dress issues and other areas where marketing and legal issues meet, sales, health care marketing, and advertising. She is co-author of the books: Marketing is Everybody’s Business, Insights for Marketing Management, and Research at the Top: Better Data for Organizational Policy-Making. She has published in California Management Review, Harvard Business Review, MIT Sloan Management Review, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Rutgers Business Review, and a wide range of other journals.


Related articles


One Approach to Repeat Business: “Customer Success Managers”

by Betsy Gelb, Deva Rangarajan, Bryan Hochstein, Mikael Blaisdell

Software vendors have pioneered the deployment of professionals charged with enhancing the success of that vendor’s customers.

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Illustration depicting arm wrestling


Big Data

How Big Data Can Transform Outcomes and Opportunities

by Betsy Gelb, Deva Rangarajan, Heli Hallikainen, Tommi Laukkanen

The increasing use of “big data” -- large, multi-dimensional and quickly-changing datasets -- prompted this research, depth interviews that explore how big data...

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A lock over data

Human Resources

Social Behavior

Curbing, Not Rewarding, Jerk Behaviors on the Job

by Dejun Tony Kong, Betsy Gelb

Are more "jerk" behaviors on the part of employees associated with more promotions for those same employees? Yes, says a study of business school alumni...

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Boss yelling at employees through megaphone
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