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Doug Hughes

Professor, Director - School of Marketing and Innovation
dehughes1@usf.edu
Room: BSN 3233
Phone: (813) 974-6215
Fax: (813) 974-6175

Douglas E. Hughes is professor of marketing and director of the School of Marketing and Innovation. He began at USF in 2019, coming from Michigan State University's Broad College of Business. There, he was a faculty member for 11 years, serving as chair of the marketing department for his last three years. Hughes leverages over two decades of corporate experience in marketing, sales and general management, having worked as CEO of a business services firm and as a senior executive in both marketing and sales at Fortune 100 and Fortune 500 companies. He also has consulted for a variety of firms across multiple industries.

Hughes has taught undergraduate, master's and doctoral-level courses as well as executive education seminars in both marketing and sales management and has received several national and university teaching awards, including the AMA McGraw-Hill/Irwin Sales Teacher of the Year Award, the Provost's Teaching Excellence Award and the Sales Excellence Institute Teacher of the Year Award.

Honored with the 2025 Eli Jones Award for Long-term Impact in sales management research as well as other research awards, Hughes has published in numerous highly regarded journals, including Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Retailing, and International Journal of Research in Marketing, among others. His research explores how firms may maximize performance through sales organization effectiveness and the accompanying management of external and internal relationships, with special emphasis on salesperson motivation and the marketing-sales interface.

Hughes earned a PhD from the University of Houston, an MBA from Michigan State University and a bachelor's degree in marketing from the University of Tennessee.

Research

• Malshe, Avinash, Douglas E. Hughes, Valerie Good, and Scott Friend (2022), 鈥淢arketing Strategy Implementation Impediments and Remedies: A Multi-Level Theoretical Framework within the Sales-Marketing Interface鈥�, International Journal of Research in Marketing, 39 (3), 824-846

• Good, Valerie, Douglas E. Hughes, Ahmet Kirca, and Sean McGrath (2022), 鈥淎 Self-Determination Based Meta-Analysis on the Differential Effects of Intrinsic and Extrinsic Motivation on Salesperson Performance,鈥� Journal of the Academy of Marketing Science, 50 (3), 586-614

• Good, Valerie, Douglas E. Hughes, and Hao Wang (2022), 鈥淢ore Than Money: Establishing the Importance of a Sense of Purpose for Salespeople,鈥� Journal of the Academy of Marketing Science, 50 (2), 272-295

• Schrock, Wyatt, Douglas E. Hughes, Clay Voorhees, Yanhui Zhao, and John Hollenbeck (2021), "Self-oriented Competitiveness in Salespeople: Sales Management Implications,鈥� Journal of the Academy of Marketing Science, 49 (6), 1201-1221

• Bolander, Willy, Cinthia Satornino, Douglas E. Hughes, and Gerald R. Ferris (2015), 鈥淪ocial Networks within Sales Organizations: Their Development and Importance for Salesperson Performance,鈥� Journal of Marketing, 79 (6), 1-16 (lead article). Winner of 2016 AMA Excellence in Sales Research and Ronald Copeland Best Paper Awards.

Service

• Editor-in-chief, Journal of Personal Selling & Sales Management, 2016-2019

• Area editor/ERB member, Journal of the Academy of Marketing Science, 2010-16

• Reviewer for Journal of Marketing and numerous other academic journals, 2010-present

• Co-founder, MSU Strategic Sales Institute and Sales Leadership Program with undergraduate education, research and executive education components, 2009-19

• Co-founder, CXM@MSU (ongoing customer experience management outreach initiative)

• Conference co-chair, American Marketing Association Summer Educators Conference, 2015

• Faculty Coach of two national champions at the National Collegiate Sales Competition and of three national champion teams at the National Team Selling Competition