Dr. Carlos Ruy Martinez M. is an emeritus professor of marketing and international business at ITESM in Mexico. He has taught as a visiting professor at numerous universities in Europe, Latin America, and the United States. His areas of expertise include international marketing, marketing management, and marketing research. He has published several articles on topics related to international marketing and consumer behavior. Currently, he is a visiting professor at the University of the Incarnate Word in San Antonio, Texas, where he teaches marketing courses at the undergraduate and MBA levels.

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Dr. Carlos Ruy Martinez M.
cmartinez@itesm.mx
Professor Martinez is a Visiting Professor of Marketing at the University of the Incarnate
Word H-E-B School of Business & Administration at San Antonio, USA.
Also Emeritus Professor of Marketing and International Business at the Graduate School of
Business Administration and Leadership (EGADE) at the ITESM, Campus Monterrey,
Mexico, considered the best Latin American Graduate Business Schools (2015). First
university accredited by the AACSB in Latin America, also accredited by EFMD-EQUIS,
SACS, and other institutions. The best Master in Marketing program in Latin America (2013).
The best MBA Executive program in Latin America, the OneMBA program (2014).
Born on September 28, 1950. Married, 2 sons.
Received his BBA and MBA from ITESM and his Ph.D. from the University of Texas at Austin
in 1984.
Full time faculty at the ITESM from 1974 to 2012. He served as Chairman of the Marketing
Dept. from the ITESM, Campus Monterrey from 1979 to 1990.
Founder of the Collegiate Chapter of the American Marketing Association at ITESM in 1979
(first Chapter in Latin America).
Founder and Curriculum Director of the Bachelor of International Business in 1990-1992;
and founder and Chairman of the International Business Dept. in 1992-1993.
Director of the Master in Marketing Program from 1997 to 2007.
Three times recipient of academic awards as Best Professor, including the best course of
the Virtual University at the ITESM.
Has been a visiting professor at the Ecole Superieure de Commerce de Paris (France,
Spring Semester 1985, and one week visits 1999 to 2004); ESSEC (France, October 2007,
2008 and 2009); Reims Management School (Sup de Co Reims, France, May 2004, 2005,
and 2006); EM Lyon (France, May 2004 and 2005); Georgetown University (Washington,
D.C., Summers of 1987 and 1988); The American Graduate School of International
Management-Thunderbird at Glendale, Arizona (Summer and Fall Semester 1989,
Summers of 1990 to 1992) and at their French-Geneva Campus (Spring Semester 1993);
Baylor University (Summers 1994 to 2003); The University of Texas at San Antonio
(Summers 2004 to 2015, regular semesters (2012 to 2015). The University of Texas at
Brownsville (Spring Semester 2002), Trinity University (August to December 2009), and at
different universities and institutions in Spain, Chile, Venezuela, Peru, Honduras, Nicaragua,
Panama, Colombia, Guatemala and Bolivia.

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The courses he has taught as a Full Time and Visiting Professor are: Service Marketing,
International Marketing, Marketing in Mexico/Latin America, capstone course in Marketing
Management, Strategic Marketing, Marketing Research, Personal Selling, Principles of
Marketing, Seminars in any of the courses mentioned, International Marketing Research.
Has also been teaching at executive programs in the areas of Marketing, International
Marketing, Marketing Research, and Internet Marketing to Mexican and North American
Executives, offered by the ITESM, other institutions and Stanford University, as well taught
a Marketing course in alliance with Thunderbird in their Master's in Global MBA for Latin
American executives for 6 years.
Until the Spring 2012, professorMartinez taught at the ITESM's regular programs and Virtual
University distance learning programs at the under and graduate levels. At the
undergraduate programs: International Business Environment and International Marketing
Strategies. At the graduate program: International Marketing, Marketing Management (at
the MBA program and Master of Science in Entrepreneurial Engineering with Babson
College). Additionally and for Spring 2009 he taught Global Marketing Strategy for
Thunderbird students in their Master’s in Global MBA program.
In addition, has taught Global Marketing Management in the OneMBA Program at the
EGADE Business School (ITESM, Campus Monterrey, Mexico), in alliance with 4
major universities throughout the world (Getulio Vargas, Brazil; University of North Carolina,
USA; Rotterdam School of Business, the Netherlands; and Xiamen University in China),
course in which he was the Global Coordinator from 2004 to 2015.
Works also as a consultant in the areas of Marketing Management, Marketing Researchand
International Marketing.
Presently is a Visiting Professor of Marketing University of the Incarnate WordH-E-B School
of Business & Administration in San Antonio, Texas, USA teaching Service Marketing,
Marketing Management and International Marketing at the MBA and undergraduate levels.
Latest published articles:
Rodriguez , Carlos M., Martinez, Carlos Ruy, & Wise, Jorge A. STRATEGIC
CAPABILITIES IN EXPORT PERFORMANCE: THE CASE OF MEXICO (2013).
Presented at the 2010 BALAS Annual Conference, 24th-26th March 2010, Barcelona,
Spain. Published in Management Decision Journal , 51(8), 1565
http://www.emeraldinsight.com/journals.htm?issn=0025-1747&volume=51&issue=8
Co-editor for a chapter Global Text Project: GTP. (2010, October 6). Business models and
marketing - Identifying market needs.
https://dl.dropboxusercontent.com/u/31779972/BusinessFundamentals.pdf
Wise, Jorge A., Martìnez, Carlos. Ruy, Robertson, Kim, Davis, Charlene THE EFFECT
OF A PATROITIC EVENT ON CONSUMER ETHOCENTRISM: A CROSS-NATIONAL
STUDY (in progress).

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Weeks, W., Loe, T., Chonko, L., Martinez, C., & Wakefield, K. (2006). COGNITIVE
MORAL DEVELOPMENT AND THE IMPACT OF PERCEIVED
ORGANIZATIONAL ETHICAL CLIMATE ON THE SEARCH FOR SALES FORCE
EXCELLENCE: A CROSS-CULTURAL STUDY. Journal of Personal Selling &
Sales Management, 26(2), 205-217.
Gwin, C., Roberts, J., & Martinez, C. (2005). NATURE VS. NURTURE: THE ROLE OF
FAMILY IN COMPULSIVE BUYING. Marketing Management Journal, 15(1), 95-
107.
Martínez, C. Ruy (2005). Entering and Succeeding in Emerging Countries: Marketing to
the Forgotten Majority. International Marketing Review, 22(1), 116-118.
Fish, K., Martinez, C., Santillan, R., & Brazell, J. (1998). INTERNATIONAL MARKETING
INTERNET IN THE CLASSROOM(IMIC): A GLOBAL APPROACH TO THE
GROUP CASE METHOD. Marketing Education Review, 8(2), 75-82
Roberts, J., & Martinez, C. (1997). The emerging consumer culture in Mexico: An
exploratory investigation of compulsive buying in... Journal of International
Consumer Marketing, 10(1/2), 7.
Additional references:
Article from Baylor University: “Dr. Carlos Martinez is a "big hit" with his international
marketing course!” Baylor Business Review; Waco, Texas, USA; Winter 2002
CV in EGADE’s page:
http://www.itesm.mx/wps/wcm/connect/EBS/EGADE+Business+School+ND/Faculty+and+
Research/Faculty/Martinez+M.+Carlos+Ruy/?cache=none
CV OneMBA: http://onemba.org/why-onemba/faculty/mexico-faculty-profiles/