Dr. Chris Myers
Associate Professor, Department of Marketing
Chris Anthony Myers, Ph.D. is an Associate Professor of Marketing at the College of Business and Technology of Texas A & M University – Commerce. His undergraduate degree is a B.S. in Electrical Engineering from the United States Air Force Academy (USAFA) and his MS in Marketing Degree and Ph.D. (Marketing, Management Science) are from the University of Texas at Dallas. His degrees at UT at Dallas were under the direction of Dr. Frank Bass. Professor Bass (1926-2006) was a leading academic in the field of marketing research, and is considered to be among the founders of Marketing Science. He became famous as the creator of the Bass diffusion model that describes the adoption of new products and technologies by first-time buyers. At TAMU-Commerce, he teaches MBA and MS in Marketing courses on various marketing topics including marketing research, marketing management, and strategic brand management. He also lectures in the international masters and executive programs on those topics. Professor Myers has been a member of the Academy of Marketing Science and the American Marketing Association for many years. His textbook on marketing plans, Marketing Plan Companion, is under consideration for adoption at by a publisher.
Professor Myers’ general area of expertise lies in the broad areas of consumer behavior, marketing strategy, online shopping behavior, and branding. His specific research interest is in understanding how theories and concepts related to consumer behavior can improve marketing outcomes. His research has been published in many top level journals -- Journal of Promotion Management, Services Marketing Quarterly, Journal of Academy of Business and Economics, Journal of Product and Brand Management, International Journal of Business Research, Journal of International Management Studies, International Journal of Accounting information Science and Leadership, and Journal of International Business and Economics. Additionally, in the sociology and medical area, his research investigates the impact of acculturation and related factors upon the quality of care received by cardiovascular and diabetes patients. This work has appeared in the Baylor University Medical Center Proceeding. Professor Myers is currently conducting a variety of studies that address strategies to build, measure, and manage consumer behavior and brand equity for online shopping and purchase behavior from a global perspective. These studies are longitudinal and will extend over the next few years to a multi-country approach that includes China and India.
Professor Myers has been acknowledged as an expert in the area of quantitative marketing in the area of branding. He has served as a consultant and advisor to some of the most successful organizations and brands in East Texas and the US: Karlee Corporation®, Zurn Pex®, We Pack Logistics®, Paris Pecan Company, Sulphur Springs EDC, and the AJX Foundation. Some notable project experiences were when Karlee Corporation® won the coveted Texas Quality Award and Malcolm Baldridge Quality Award and when Kimberly-Clark Corporation launched the regional, national, and international roll-out of the Huggies® Pull-Ups® Training Pants Brand.
As a Military Officer
Lieutenant Colonel (Retired) Chris A. Myers served as an Instructor and Supervisor of Flying in the 343d Bomb Squadron at Barksdale Air Force Base, LA. As a senior operations officer, he is responsible for the combat readiness of the only combat ready B-52 squadron in the US Air Force Reserve Command. Lt Col Myers was born and raised in the Memphis, Tennessee area. He received his commission into the Air Force from USAFA. Lt Col Myers flew 23 combat sorties for over 325 hours in support of Operations Enduring Freedom and Iraqi Freedom.
While on active duty from 1984-1990, he received served at then, Carswell AFB, TX and upgraded to instructor before separating and joining the reserves. He also worked two years in Finance as a Financial Analyst. Lt Col Myers completed numerous schools including Squadron Officer School, Air Command and Combat School, and several Joint Force Combat Schools during his service. He served in the 93 BS and the 343 BS at Barksdale AFB, LA during his reserve years. During his military career, Lt Col Myers has served in a variety of positions: B-52 Electronic Warfare Officer, B-52 instructor EWO, Weapons and Tactics Flight Commander, Scheduling Flight commander, Scheduling Officer, Training Flight Commander, Mobility Flight Commander, and Assistant Operations Officer.
One of his most gratifying career moments is as a Major in 2001, Lt Col Myers distinguished himself by meritorious achievement while participating in aerial flight as a B-52 Electronic Warfare Officer, 20th Expeditionary Bomb Squadron, 28th Expeditionary Wing on 14 November 2001. On that date, upon entering hostile airspace, the crew of B-52 sortie Blanc 81 was directed to support an embattled ground forward air control team. The controller informed Blanc 81 he and his men were in full retreat from a heavy concentration of Taliban and al Qaida forces and to standby for targeting coordinates. Minutes after receiving the coordinates, Blanc 81 released eight Cluster Bomb Units, Wind Corrected Munitions Dispensers. The controller reported secondary explosions and that the offensive had stopped. He then requested the remaining eight Cluster Bomb Units in an additional strike north of the original target. Following the crew’s Mk-82 release, the controller reported his men and members of the Northern Alliance were now successfully attacking the enemy. After-action reports stated Blanc 81 “broke the back” of a major offensive, saved the lives of the American forward air controller and his men and was credited with over 500 enemy casualties.
Lt Col Myers is a master navigator with more than 4,000 hours of flying time. His awards and decorations include the Meritorious Service Medal, Air Medal, with two devices, Air Medal, with two devices, Air Force Commendation Medal, Air Force Achievement Medal, Air Force Combat Action Medal, with two devices, Air Force Outstanding Unit Award, with valor with two devices, Air Force Organizational Excellence Award, Combat Readiness Medal, with seven devices, National Defense Service Medal, with one device, Afghanistan Campaign Medal, with one device, Iraq Campaign Medal, with one device, Global War on Terrorism Expeditionary Medal, Global War on Terrorism Service Medal, Air Force Expeditionary Service Ribbon with Gold Border, with one device, Air Force Expeditionary Service Ribbon, Air Force Longevity Service with four devices, Armed Forces Reserve Medal with four devices, Small Arms Expert Marksman Ribbon (Pistol), and Air Force Training Ribbon.Lt Col Myers’ wife is the former Sherri Anita Mann of Memphis, Tennessee. They have been together since they were in 10th grade and have been married for 28 years. They have 3 children: Christopher, Raven, and Chandler.