Colleen Harmeling

Dr. Colleen Harmeling is the Dr. Persis E. Rockwood Associate Professor of Marketing in the Dr. Persis E. Rockwood School of Marketing at Florida State University’s College of Business. She also serves as the co-director of the college’ marketing major in the Ph.D. Program. Harmeling has taught undergraduate, graduate and doctoral marketing courses, including marketing strategy, marketing management, consumer behavior and marketing research.

Harmeling’s research focuses on transformative consumer research and marketing strategy with an emphasis on the complex social systems (especially morality and digital environments) that affect such things as healthcare decision-making, customer experience design, and customer journeys in business-to-business, services, and retail markets. Her research has appeared in Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, Harvard Business Review, Journal of Academy of Marketing Science, Journal of International Business Studies and Marketing Science Institute Working Paper Series. It has been presented at numerous marketing conferences around the world. She has co-edited a book and book chapters on relationship development and customer engagement. She is a Developmental Editor for Journal of Marketing, an Area Editor for Journal of Academy of Marketing Science and Journal of Retailing, and on the editorial review board for the Journal of Marketing Research, Journal of Service Research, and Journal of International Business Studies. She was awarded the Erin Anderson Award recognizing her research impact and her role as a mentor in the field. Her work on stigma and healthcare decision-making was a finalist for the Paul E. Green Award from the Journal of Marketing Research and the AMA-EBSCO-RRBM Award. Her work on group marketing won the 2017 Shelby D. Hunt/Harold Maynard Award and was a finalist for the AMA-Sheth Award for the best theory contribution to the Journal of Marketing. Her work in online customer experience design, funded by the Marketing Science Institute, was nominated for the Paul Root Award for the best contribution to marketing practice and the AMA-Sheth award for Journal of Marketing. She has provided consulting and worked on collaborative research projects with firms in various industries including Emerson Electric, Belkin, OkCupid, Insinkerator, Wells Fargo, SC Johnson, Schneider Electric, Nature’s Bounty and World Vision.

Prior to joining FSU’s faculty, Harmeling was a postdoctoral research fellow for the University of Washington’s Center for Sales and Marketing Strategy. Before entering academia, she worked as the community-relations manager for Barnes and Noble, where she specialized in event marketing, sales management, customer relationship development and government contracting. She has additional experience working in non-profit marketing, sponsorship management and tradeshow marketing.

Harmeling received her bachelor’s degree in mass communications from Southeast Missouri State University and her MBA from the University of Tampa. Her Ph.D. in marketing is from Saint Louis University.