Marketing Communication Faculty
Cathy Waters has extensive marketing experience, ranging from the top of the Fortune 100 to boot-strapped entrepreneurial ventures and non-profit organizations. Before coming to Emerson, Waters served on the faculty at Boston College's Carroll School of Management, where she taught undergraduate and graduate courses in marketing, applied marketing management, and product planning and strategy, as well as professional selling and sales management.
Complementing her academic endeavors, Waters worked 12 years in the corporate world with IBM. There, she first honed her skills in market analysis, forecasting, technical sales and sales management, and personnel recruitment and development. At IBM, Waters nurtured her life-long interest in technology. She worked with Depositor's Trust (now KeyBank) to implement the first ATM network in the state of Maine and helped to launch IBM's first internal email system. Waters also was a partner in an entrepreneurial reverse logistics company focusing on the responsible disposal of "eWaste."
As a researcher and writer, Waters is keenly interested in innovation, new product development, and the convergence of technology and marketing. Her combined expertise come together in marketing cases published in Strategic Marketing Management Cases and the Journal of Business Research.
Special Studies in Marketing Communication (MK695)
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