Office: Hilton 332
Phone: 310.338.3039
Email: aliu@lmu.edu
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Areas of Expertise
• Business to Business Marketing Strategies
• Relationship Marketing, Customer Value Retention
• Key account Management Sales Training
Biography
Annie H. Liu has been a marketing and business law professor at Loyola Marymount University since 2001, where she is an expert in business to business marketing strategies, relationship marketing, customer value and retention, and key account management and sales training. Liu previously taught at California State University, Purdue University, Georgia State University, Georgia Institute of Technology, Transylvania University and Purdue University. She has spoken at multiple conferences, has served on a variety of panels, served as a competition judge, and reviewed several journals. Liu was nominated for Outstanding Teaching Award (2007) from the Academy of Marketing Science, was a 2005 finalist in the Teaching Innovations Competition for the Society for Marketing Advances, received an Outstanding Professor aware from the Greek Council four times, and has received multiple grants. Liu is a member of the Journal of Business Research Review Board, Journal of Marketing Channels Review Board, American Marketing Association, the Academy of Marketing Science, and the Society for Marketing Advances.
Education
| • PhD: |
Georgia State University (1998) |
| • MS: |
Purdue University (1988) |
| • BA: |
Chinese Culture University (1983) |
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Recent Publications
• Liu, A. H. (2006), “Developing Exit Barriers Through Strategic Value Management: Customer Value and Switching Costs in Business Services,” Journal of Business & Industrial Marketing, 21(1), 30-37.
• Papavassiliou, N., Liu, A. H., Sharma, D. and Archontoulis, E. (2006), “Total System Integration in Distribution Channels: An Exploratory Investigation of a Market Setting in Greece,” Journal of Marketing Channels, 13(2), 29-49.
• Winsor, R. D., Liu, A. H., Yu, S. and Huynh-Willis, K. (2005), “Opportunities for Non-Degree Executive Education in Taiwan,” Journal of Executive Education, 4(1), 79-90.
• Liu, A. H., Leach, M.P. and Bernhardt, K. (2005). “Examining Customer Value Perceptions of Organizational Buyers when Sourcing from Multiple Vendors,” Journal of Business Research 58, (5) 559-568.
• Leach, M. P., Liu, A.H., and Johnston, W.J. (2005), “The Role of Self-Regulation Training in Developing the Motivation Management Capabilities of Salespeople,” Journal of Personal Selling & Sales Management, 25(3), 269-283.
• Winsor, R. D., Leisen, B., Leach, M.P., and Liu, A.H. (2004). “Corporate and Brand Web Sites as Customer Relationship Management Tools: An Overview of Alternative Approaches,” Journal of Relationship Marketing, 3(1), pp. 79-109.
• Leach, M. P. and Liu, A.H. (2003), “Investigating Interrelationships among Sales Training Evaluation Methods,” Journal of Personal Selling & Sales Management, 23(4), 325-337.