Diane Martin

Diane Martin's academic research employs ethnographic methods in examining relationships between consumers, communities and culture. She has focused one stream of her research on gender issues, demonstrating among other things, ways the world looks different from a non-privileged, non-male position, both in the workplace and in market spaces. Her previous work as a small-business owner has prompted her to study entrepreneurship and market creation. Her scholarship is published in numerous journals in marketing and communication, including Consumption, Markets and Culture, the Journal of Business Ethics, and the Journal of Applied Communication Research.

Most recently, Diane's lifelong passion for the natural environment and the Earth?s wild places has led her to reexamine marketing in the context of the urgent need for sustainable practices in both business and consumer behavior. In her recent textbook, Sustainable Marketing, Diane brings her keen sense for the power of marketing to the problem of how to remain competitive while restoring the Earth?s natural capital and creating greater wellbeing for a global population.  

Diane's consulting experience is strong in both the tourism and automotive industries. Prior to earning her PhD, Diane owned and operated Oregon Attractions Marketing, a tourism marketing company consulting with clients that included the Oregon Zoo, Portland Art Museum and the Mt. Hood Railroad. She served as the President of the Columbia River Gorge Visitors Association. As a senior research associate with Ethos Market Research she has worked with Nissan, Chrysler, General Motors, Harley-Davidson and Yamaha.