Assistant Professor
Marketing, Dept of
Kyle Hall 366D
Box 6917
I am thrilled to join Radford University where the heart of our work is teaching and preparing students for meaningful careers. My focus on teaching sales & marketing management stems from my professional experience at Adobe and Publicis Groupe, where prioritizing customer return on investment is crucial for sustaining business-to-business relationships.
In the classroom my desire is to help students learn how to proactively develop their careers through thoughtful application of learning, goal, and stakeholder management. These skill-sets enable students to tackle fundamental strategic challenges related to customer differentiation, customer change, competitor reactions, and resource constraints. Furthermore, students gain practical experience designing and advocating for customer solutions by addressing customer needs through product, pricing, placement, and promotion decisions.
My research spans three broad domains – (1) sales management for business-to-business buyers and sellers seeking sustained value co-creation, (2) marketing management for firms seeking to scale revenue across search, social, and traditional paid media channels, and (3) classroom management for instructors and students seeking to excel through learning pedagogies. In pursuit of my research I use (1) quantitative analysis through natural language processing of text, visual processing of images and video, auditory processing of audio, machine learning classification techniques, and econometrics techniques, and (2) qualitative analysis through conceptual analysis of academic and professional literature streams, and phenomenological study of actors.
Let's go Highlanders! I can't wait to meet you in the classroom!
Ph.D. in Marketing, University of Texas at San Antonio, San Antonio, Texas
MKTG 340, Principles of Marketing
MKTG 388, Social Media and Content Marketing
Madruga, R., Hilton, B., Jung, H., Hochstein, B., & Silva, E. R. (2024). The Customer Success Community: An Exploration of Nonfirm Epistemic Communities and Their Influence on a New Sales Practice. Journal of International Marketing, 32(1), 33-51.
Madruga, R., Hilton, B., Jung, H., Hochstein, B., Silva, E. R., Navarro, L. L. L. & Haddad A. N. (2024). Comparing and contrasting customer success management and relationship marketing. Cogent Business & Management, 11(1) 1-15.
Short, C. R., Hilton, B., Hilton III, J., Wiley, D., Chaffee, R., Guilmett, J., & Darrow, J. (2024). Higher education instructors’ perceptions of open pedagogy: an exploratory study of open pedagogy definitions in practice. Open Learning: The Journal of Open, Distance and e-Learning, 1-16.
Hilton, B., Hajihashemi, B., Henderson, C. M., & Palmatier, R. W. (2020). Customer Success Management: The next evolution in customer management practice? Industrial Marketing Management, 90, 360-369.
Hilton, J., Hilton, B., Ikahihifo, T. K., Chaffee, R., Darrow, J., Guilmett, J., & Wiley, D. (2020). Identifying Student Perceptions of Different Instantiations of Open Pedagogy. The International Review of Research in Open and Distributed Learning, 21(4), 1-19.
Hilton III, J., Wiley, D., Chaffee, R., Darrow, J., Guilmett, J., Harper, S., & Hilton, B. (2019). Student Perceptions of Open Pedagogy: An Exploratory Study. Open Praxis, 11(3), 275-288.
Hilton, B., Malshe, A., Gretz, R., (2025) Effects of Emotion Arcs: An analysis of common patterns of individual emotion changes over time. Presented at: Artificial Intelligence in Management Spring Conference
Hilton, B., Malshe, A., Gretz, R., (2025) Effects of Emotion Arcs: An analysis of common patterns of individual emotion changes over time. Presented at: American Marketing Association Winter Conference.
Madruga, B., Hilton, B., Jung, H., Silva, E., Hochstein, B. (2024) The Customer Success Community: An Exploration of Nonfirm Epistemic Communities and Their Influence on a New Sales Practice. Presented at: American Marketing Association Winter Conference.
Hilton, B., Henderson, C.M. (2022) Customer Success Management & Stock Market Reactions. Presented at: Institute for the Study of Business Markets.