Jonathan Ross Gilbert

Lecturer in Marketing

Assistant Director of Graduate Programs in Marketing

McClelland Hall 325
1130 E. Helen St.
P.O. Box 210108
Tucson, Arizona 85721-0108

Jonathan Ross Gilbert is a marketing scholar, award-winning educator, and social justice advocate. He earned his Ph.D. from the University of Rhode Island, an M.S. in Behavioral Science from Brown University, and an MBA from Harvard Business School. His areas of expertise include content marketing, interactive storytelling, service operations, customer experience analytics (CX), and global marketing.

Jonathan’s current research examines the role of marketing strategy as a means of enhancing consumer and human well-being, the impact of positive psychological factors on performance outcomes in global B2B sales, and the promotion of agile learning through innovative pedagogies in higher education. His work has been published in leading journals such as the Journal of Public Policy & Marketing, Industrial Marketing Management, Journal of International Advertising, and Journal of Services Marketing. He has received multiple research, teaching and service awards in recognition of his accomplishments both in and out of the classroom.

Prior to entering academia, Jonathan worked in the public sector on disproportionate minority contact and prisoner reentry initiatives funded by the U.S. Department of Justice, and in private industry as a general manager and turnaround specialist in the telecommunications, media and entertainment industries.


  • BNAD 303 Marketing Principles, Concepts, and Tools
  • MKTG 428 Sales Communication
  • MKTG 459 Product Management

Selected Publications

Mehdi Hossain and Jonathan Ross Gilbert (2021), “Satisfactory Listening: The Differential Role of Salesperson Communication in (Co)Creating Value for B2B Buyers,” Industrial Marketing Management, 98, 222-240.

Jonathan Ross Gilbert, Marla B. Royne (Stafford), Daniel A. Sheinin, and Kathrynn Pounders (2021), “The Dance Between Darkness and Light: A Systematic Review of Advertising’s Role in Consumer Well-Being,” International Journal of Advertising, 40 (4), 491-528.

Jonathan Ross Gilbert and Christy Ashley (2020), "Access Granted? An Examination of Trait Hope, Perceived Access, Spatial Access, and Food Security in Distressed Census Tracts,” Journal of Public Policy & Marketing, 39 (2), 119-134.

Christy Ashley, Jonathan Ross Gilbert, and Hillary Leonard (2020), “Consumer Territorial Responses in Service Settings,” Journal of Services Marketing, 34 (5), 651-663.

Jonathan Ross Gilbert and Stefanie Boyer (2020), “Selling with Confidence and Empathy: Utilizing Improvisation Training to Explore the Gender Gap in B2B Sales,” Journal of Selling, 20 (2), 33-39. [Awarded Best Doctoral Paper by National Conference in Sales Management]