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Peter Johnson

Peter Johnson

Associate Professor
Joined Fordham: 2011

Program Director, MS in Marketing Intelligence

General Information:
140 W. 62nd Street, Room 426,
New York, NY 10023

Email: pjohnson28@fordham.edu

Biography

Peter Johnson is an associate professor at the Gabelli School of Business, where he teaches customer-driven marketing, sales management, consumer behavior and services marketing. He also is academic program director of Fordham’s Master of Science in Marketing Intelligence. His scholarly research focuses on the use of improvisational techniques to enhance the rapid development of marketing strategies and to improve marketing performance. He also has investigated the effects of creativity in digital marketing environments.

Prior to entering academia, Professor Johnson was a managing partner at Marketmaker Capital, an investment firm that specializes in raising capital for technology companies. He also worked as a senior agency executive at Bozell, Jacobs, Kenyon and Eckhart and at Grey Advertising in New York. There he created integrated marketing campaigns for global clients in consumer goods, financial services, government services and industrial equipment. In 1995, he was part of a management team that built one of the first Internet e-commerce and advertising firms, Poppe-Tyson/Modem Media. He also helped lead US Interactive to a successful IPO in 1999.

Professor Johnson earned his doctoral degree in marketing and international economics from Pace University in New York. He also holds a BA in economics and an MS in integrated marketing communications from Northwestern University. He is a member of the Academy of Marketing Science, the American Marketing Association and the Direct Marketing Educational Foundation.

Education

  • DPS, Doctor of Professional Studies: Pace University, Lubin School of Business, Pace University
  • Master's: MS in Integrated Marketing Communications, The Medill School, Northwestern University
  • Bachelor's: BA in Economics, Northwestern University

Research Interests

  • Uses of improvisation to develop adaptive marketing strategy
  • Market orientation
  • Impact of creativity in digital marketing environments
  • Software adaptation as an expression of organizational learning
  • Marketing and technology evolution

Publications

  • Journal of Advertising Education, March/April 2009, "Seizing the Opportunity: Enhancing Creativity in Direct and Digital Marketing", by Glenn, Johnson and Jones.
  • Academy of Marketing Science, May 2009, Conference Proceedings, "Real-Time Marketing Strategy: The Effect of Improvisation on Market Orientation"
  • Journal of Advertising Education, March/April 2010, "Beyond the Banner: Powerful Creative Techniques in Digital Marketing", by P. Johnson and S. Jones.
  • Organization Management Journal, (publication pending) "An Investigation into Organizational Improvisation and Market Orientation: Perspectives from Five CEOs," by Johnson & Neves.