Assistant Professor Alka V. Citrin teaches Sales Management and Electronic Commerce and Marketing.

Her research interests focus on interactivity, its impact on information quality perceptions, and its use by businesses and consumers. In addition, her research examines the quality of information provided by new media and its role in increasing acceptance of new media and customer relationship management. Some of her research also examines organizational innovation and adaptation to new information in the firm's environment.

Dr. Citrin has published papers in the Journal of Business Research and the Journal of Industrial Management and Data Systems. She has also presented several papers at national Marketing conferences.

Dr. Citrin has over five years experience working as Marketing Manager with a number of International Export firms developing and marketing their products worldwide.

Areas of Specialization
Interactivity and its role in improving information use by organizations & consumers
Information quality and consumer adoption of new media
Organizational marketing responses to changes in the environment

Education
PhD in Marketing from Washington State University, Pullman where she won the university wide Outstanding Teaching Assistant Award