Ian Alam

Distinguished Professor of Marketing School of Business
South Hall 118B

Dr. Alam teaches Digital Marketing, Integrated Marketing Communication, and Product and Brand Management courses. His research interests are in the areas of Social Media Marketing, Cross Cultural Research, and New Service Development. His research has been published in prestigious marketing journals including: Journal of the Academy of Marketing Science, Journal of Product Innovation Management, Industrial Marketing Management, Journal of Services Marketing, Journal of Business to Business Marketing, Journal of Business and Industrial Marketing, Asia Pacific Journal of Marketing and Logistics, Journal of Marketing Management, Service Industries Journal, Journal of Global Marketing, Journal of Service Management, International Marketing Review, Qualitative Market Research, International Journal of Emerging Markets, and in several international conference proceedings and book chapters.

In March 2022, Dr. Alam was awarded the rank of Distinguished Teaching Professor by the State University of New York (SUNY) Board of Trustees. Distinguished ranks are the highest honors awarded by SUNY. Dr. Alam is also the recipient of the Chancellor’s Award for Excellence in Teaching and several Outstanding Teaching and the Use of Active Learning in the Classroom Awards. Dr. Alam is the area coordinator of Business Administration in the school of business. He also advises Geneseo Marketing Association. He is active in organizing competitions for American Marketing Association (AMA). He has also organized several student-practitioner conferences for the marketing students in the school of business. Dr Alam has served on multiple school and college committees.

Before joining SUNY, Geneseo, Dr. Alam was a faculty member at the University of Southern Queensland, Charles Sturt University, and Queensland University of Technology (all in Australia). Prior to joining academia, Dr. Alam worked for several years as Marketing Executive in a soft drink manufacturing firm. He also has extensive consulting experience in the areas of new product/service development.

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Curriculum Vitae


  • PhD: University of Southern Queensland, Australia

  • Master of Business by Research: Queensland University of Technology, Australia

  • MBA: Aligarh Muslim University, India

  • B. Com: University of Calcutta, India


  • American Marketing Association (AMA)

  • Academy of Marketing Science (AMS)

  • Product Development and Management Association (PDMA)


  • Alam, I (2021), Integrating Social Media and Traditional Modes of Customer Interaction for New B2B Service Development, Journal of Business to Business Marketing, 28 (4): 321-345.

  • Alam, I and Seifzadeh P (2020). Marketing Islamic Financial Services: A Review, Critique and Agenda for Future Research, Journal of Risk and Financial Management, 13 (1/12): 1-19.

  • Alam, I. (2019). Interacting With Muslim Customers for New Service Development in a Non-Muslim Majority Country, Journal of Islamic Marketing, 10 (4): 1017-1036.

  • Alam, I (2018). How to Collaborate With Customers for New Service Development in Global Markets? Academy of Marketing Studies Journal, 22 (3): 1-11.

  • Alam, I (2015) “Marketing Financial Services to the Ethnic Minority Customers in India”, The Routledge Companion to Ethnic Marketing Jamal, A., Peñaloza, L. and Laroche, M. editors, 222-234. Taylor and Francis, NY. (ISBN# 978-0-415-64363-4)

  • Alam, I (2015). Developing Sharia-compliant Financial Services for the Muslim Customers in India. Journal of Islamic Economics, Banking and Finance. 11 (1): 47-70.

  • Alam, I (2014). Designing Experiential Learning Projects for Teaching Marketing Courses. Atlantic Marketing Journal, 3 (3): 114-130.

  • Alam, I (2014). Developing New Financial Services from Lead User Input in India. International Journal of Marketing & Business Communication, 3 (2): 24-32.

  • Alam I (2014), Moving Beyond the Stage Gate Models for Service Innovation: The Trend and the Future. International Journal of Economic Practices and Theories, 4 (5): 637-646.

  • Alam I (2014) Conducting Research for New Service Development in Emerging Markets. Journal of Services Research, 14 (1): 183-201.

  • Alam I (2014) Impact of Cultural Factors on Service Innovation, International Journal of Economics and Management, 4 (3): 20-33.

  • Alam, I (2013) Customer interaction in service innovation: evidence from India, International Journal of Emerging Markets, 8 (1): 41 – 64.

  • Alam, I (2012) New Service Development in India’s Business-to-Business Financial Services Sector. Journal of Business and Industrial Marketing, 27 (3): 228-241.

  • Alam, I (2011) “Process of Customer Interaction During New Service Development in an Emerging Country.” Service Industries Journal, 31 (16): 2741-2756.

  • Alam I (2011) Exploring Cross-National Differences in Service Innovation Process and Strategy in Developing and Developed Nations. Journal of Service Management. 22 (5): 586-606.

  • Alam, I. (2011) “Key Customer Characteristics for Customer-oriented Innovation in Australian Service Industry”. Journal of Services Research, 11 (1): 41-60.

  • Alam, I. (2010) “Does Service Innovation Process Differ Across Cultures?” Asia Pacific Journal of Marketing and Logistics, 22 (4): 460-472

  • Alam, I (2008) “Service Innovation Strategy and Process: A Cross-national Comparative Analysis” Innovation in the Service Sector, New Approaches, Sen Simantee, editor. The Icfai University Press (ISBN# 81-314-1289-4).

  • Alam, I (2007) “New Service Development Process: Emerging versus Developed Markets” Journal of Global Marketing, 20 (2/3): 43-55

  • Alam, I. (2006) “Process of Customer Interaction in New Service Development” Involving Customers in New Service Development Edvardsson B., Gustafsson A., Kristensson P., Magnusson P & Matthing J, editors. Imperial College Press (ISBN# 1-86094-669-0).

  • Alam, I. (2006) “Service Innovation Strategy and Process: A Cross-national Comparative Analysis” International Marketing Review, 23 (3): 234-254.

  • Alam, I. (2006) “Removing the fuzziness from the fuzzy front-end of service innovations through customer interactions”, Industrial Marketing Management, 35 (4): 468-480.

  • Alam, I (2005) “Fieldwork and Data Collection in Qualitative Marketing Research”. Qualitative Market Research-An International Journal, 8 (1): 97-112.

  • Alam, I. (2004) Interacting with Customers in New Product Development Process. PDMA Handbook of New Product Development. Kahn, K, Castellion, G and Griffin A, editors. John Wiley and Sons. (ISBN# 0-471-48524-1)

  • Alam I. (2003) Commercial Innovations from Consulting Engineering Firms: An Empirical Exploration of a Novel Source of New Product Ideas, Journal of Product Innovation Management, 20 (4): 300-313.

  • Alam, I. (2003), “Innovation Strategy, Process and Performance in the Commercial Banking Industry. Journal of Marketing Management, 19 (9-10), 973-999.

  • Alam, I. (2002) “An Exploratory Investigation of User Involvement in New Service Development, the Journal of the Academy of Marketing Science (JAMS), 30 (3): 250-261.

  • Alam, I. and Perry C. (2002) “A customer-oriented new service development process” Journal of Services Marketing, 16 (6): 515-534.

  • Alam, I. (2000), ‘New Product Development strategies of Taiwanese firms’, Journal of International Marketing and Exporting, 5 (1): 47-58.

More About Me

Research Interests

Dr. Alam’s research interests are in the areas of Social Media Marketing, Cross Cultural Marketing and New Service Development. In particular, his present scholarly activities focus on the research questions and issues concerned with the use and influence of social media on customer interaction strategies during new service development process. In addition, he investigates the practices of social media use for new service development in Big Emerging Markets (BEMs) of the world. Thus, cross cultural research and the role and importance of emerging markets is another focus of his research. His Google Scholar Citation Index is one of the highest in SUNY Geneseo.




  • MKTG 331: Marketing

    A study of the principles, concepts, and managerial policies pertaining to the marketing function within organizations. This course will focus upon the total quality management of the marketing function; consumer behavior; market research and information systems; policies pertaining to product and service development, pricing, promotion, physical distribution and sales; and the external marketing environment (e.g., law and ethics, globalization, technological change, and demographic diversity in the marketplace).

  • MKTG 338: Digital Marketing

    To thrive in this new digital age, marketers must rethink their strategies for the 4Ps and adapt them to today's new environment. This digital marketing course is designed to help marketing students learn the art of managing a virtual market place and develop product, pricing, placement and promotion strategies relevant to this new model of business. Paraphrasing Philip Kotler's definition of marketing, Digital Marketing is the process of building and maintaining customer relationships through on-line activities to facilitate the exchange of product and services that satisfy the goals of both customers and sellers. Although the use of digital technology is the key to Digital Marketing, this course is not designed to create experts in web page programming languages.