Geraldine Rosa Henderson

Geraldine Rosa Henderson (“Gerri") is an Associate Professor at the University of Texas at Austin. She received her Ph.D. and MBA in Marketing from Northwestern University's Kellogg School of Management and a B.S. in Electrical Engineering from Purdue University.

Gerri was formerly on the faculty of Duke University's Fuqua School of Business, Howard University's School of Business, and Northwestern’s Medill School. She has also taught (visited/instructed) at Northwestern University's Kellogg School of Management, Stanford University's Graduate School of Business, The University of Virginia's Darden Graduate School, Thunderbird: The Garvin School of International Management, and in Executive Education at both Duke University (Fuqua) and UCLA (Anderson).

Gerri's primary areas of research include marketplace diversity and inclusion, branding, and consumer networks (cognitive and social). She has (co)authored over forty publications including top peer-reviewed journals and books. Gerri is a faculty fellow in the Division of Diversity and Community Engagement at the University of Texas at Austin, was a faculty fellow of the University of Texas Humanities Institute, and a Dean's Fellow of the College of Communication.

Prior to pursuing her Ph.D., she worked for several years at IBM in Relationship Marketing (specializing in the Healthcare, Insurance, and Pharmaceutical Industries) and in Brand Management at Kraft Foods. She was the co-chair for the American Marketing Association Educators' Conference (February 2003) and the Society for Consumer Psychology Conference (February 2005).

A member of several editorial boards (including the Journal of Public Policy & Marketing, the International Journal of Advertising, and the Journal of Current Issues and Research in Advertising) and the policy board for the Journal of Advertising and the Journal of Interactive Advertising. Gerri has served on the National Board for several other non-profits (including the National Black MBA Association and the National Society of Black Engineers) and has also served in various leadership roles with the American Marketing Association (AMA). She is a Member-at-Large of the AMA Board of Directors and a charter member of the AMA Foundation Leadership Circle and has been a member of the American Marketing Association since 1994. She likes to consider herself a “Doctorpreneur” since in addition to her research and teaching she often serves as an independent consultant and focus group moderator.

Author With BEP

Your topic of authorship for Marketing Communications and Social Media Collection will be a reflection of your expertise on a topic or technique that business students and practitioners need to know. Topics should be relevant to current practice and reflect established research findings. For instance, you may well have “converted” academic research into a more applied vein for teaching or work in business consulting and, if so, you have a head start. Imagine that a consultant or owner of a business has hired you for two hours to get them up to speed on your topic. What would you tell them and how would you communicate it? This should help frame the depth and breadth of your offering through Business Expert Press.

Because we are not a journal or textbook publisher, we will not ask you to remove all opinion from your work. We need you to produce academically reliable, instruction-oriented content that includes your insight and opinion. The target length of your book should be 32,000 to 70,000 words (approx. 100-250 pages of double-spaced text). Possible book topics include…

Consumer Insight (proposal under review)
Internal Management of Social Media
Brand Building on the Social Web
Designing Social Media Campaigns
Your Sales Force and Social Media
B2B Social Media Campaigns
Ethical Issues in Social Media
Product Placement
Campaign Measurement
Principles of Marketing Communications
Traditional versus Non-Traditional Marketing Communications
Marketplace Diversity and Inclusion (proposal under review)
Social Media: What’s Old is New Again (proposal under review)
Cases in Marketing Communications (proposal under review)
How Marketing Communications Work (proposal under review)
Marketplace Diversity and Inclusion Cases (proposal under review)

Let us hear from you if you want to be a part of the BEP family, and we’d be happy to answer any questions you may have about publishing, royalties, marketing, or sales. Thank you.