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Dr. Annie Liu

Dr. Annie Liu
Associate Professor, Department of Marketing
McCoy College of Business Administration
Texas State University
McCoy Hall 317
601 University Drive
San Marcos, Texas 78666
Phone: (512) 245-7454
Fax: (512) 245-7475


A native of Taiwan/Chinese Taipei, Dr. Annie H. Liu received her Ph.D. from Georgia State University and a M.S. from Purdue University.  Before joining Texas State University, Dr. Liu was a full-time faculty member at Loyola Marymount University, Purdue University, California State University, Georgia State University, and Victoria University of Wellington (New Zealand). 

Dr. Liu has conducted research and training for corporations, NGOs, multilateral trade groups and governments, and has guided executives in B2B marketing strategies in the U.S., Asia, and Europe.  Drawing on her business and trade networks, Dr. Liu regularly incorporates CEOs and marketing experts into student field research projects and classroom presentations.  While at Loyola Marymount University, Annie founded and served as chair of the ‘Research Spa’ to promote research dialogs among academics and community.  Dr. Liu has led teams of MBA students in onsite field research in many countries in Greater Asia and Europe, including China, India, Singapore, Hong Kong, Australia, New Zealand, England, Ireland, Switzerland, Iceland, Belgium, Italy, and Germany.  These research projects included critical incident interviews and surveys with CEOs and senior executives in the telecommunications, banking, grocery and beverage sectors, as well as NGO sector.

Research Interests:

Global B2B Marketing and Sales Strategy; Buyer-Seller Relationships; Consultative Selling; Customer Retention and Reacquisition Strategy; Cross-cultural Issues; Guanxi Networks

Research and Publication Activities:

A finalist for a Fulbright Research Award, Dr. Liu's research interests focus mainly on Global B2B marketing and sales strategy, investigating consultative selling, sales force motivation, sales training, and how firms and salespeople can retain and reacquire customers, and increase market share by enhancing customer value and building switching costs. A related line of research and publications focuses on global B2B systems. Her articles have appeared in a number of refereed journals, proceedings, and book chapters including Industrial Marketing Management, Journal of Business Research, Journal of Business to Business Marketing, Journal of Business & Industrial Marketing, the Journal of Personal Selling & Sales Management, Journal of Marketing Theory & Practice, Journal of Marketing Channels, Psychology & Marketing, and the Journal of Relationships Marketing, among others.  She has also published numerous proceeding articles, book chapters, and CIBER working papers series. 

Dr. Liu was an ISBM Business Marketing Research Fellow at Penn State University, AMA Doctoral Consortium Fellow, and Alumni Research Fellow at California State University, Long Beach.  She was awarded many research grants including Neil Rackham Research Award from Sales Education Foundation, Faith and Justice Curriculum Development Grant and Hilton Center for Business Research Grant from Loyola Marymount University, Center for Quality Driven Customer Satisfaction from Purdue University, Commerce Research Grant and University Foundation Research Grant from Victoria University at New Zealand, and Faculty Development Grant from McCoy College of Business.    

Professional Service Activities:

Always keen to build business and education partnerships, Dr. Liu has presented at over 60 academic and businesses conferences.  She is a director, officer and an APEC educator for the VTM Foundation, serving in multiple roles for the APEC Voices program since 2008.  By this, she has been partnering with and participating in successive APEC CEO Summits and APEC China CEO Forums with prominent Asia Pacific trade promotion organization.  In addition, Annie serves on the editorial review board for the Journal of Business Research, Journal of Marketing Theory and Practice, Journal of Marketing Channels, and Marketing Education Review, and as an ad hoc reviewer for several refereed journals.  She also served as track chair, session chair and panel discussant for leading marketing conferences including AMA, AMS, SMA and WMC.


Dr. Liu currently teaches Sales Management.  In addition to teaching MBA and undergrad courses, Dr. Liu has taught executive courses on Relationship Selling, B2B Marketing, High-tech Marketing, and International Marketing Strategies.  She has been consistently recognized for her outstanding teaching and peer-to-peer, collaborative, engaged learning pedagogy, and was awarded several teaching excellence and innovations awards by her students, colleagues, and by professional organizations.