John F. Marshall
American marketing executive, professor and speaker
John F. Marshall is an American marketing executive, professor, and speaker. He is the founder and CEO of the Potential Energy Coalition, a nonprofit organisation that develops research-based campaigns to improve climate communication. He founded the nonprofit marketing firm in 2018 and has spoken on climate-related topics at events such as TED, Aspen Ideas: Climate, and New York Climate Week.
Marshall is known for developing the concept and coining the term “Contextual Marketing,” in his 2001 article in the Harvard Business Review. According to Semantic Scholar, the article has been cited in numerous peer-reviewed studies on marketing and consumer behavior, including a 2024 Journal of Management Information Systems article titled “Tailoring Technology for Heterogeneous Shoppers: Implications for e-Retail Channel Competition.”
He graduated with a BA in Chemistry from Princeton University. Marshall also graduated with an MBA with Distinction from the Amos Tuck School at Dartmouth College where he was a Tuck Scholar
Career
Marshall served as the chief strategy and innovation officer at Lippincott, Executive Vice President and global head of strategy and analytics at the digital agency Digitas, president of the public education company The Princeton Review and partner with the consulting firms Oliver Wyman and The Bridgespan Group. Marshall was a professor at the Tuck School of Business at Dartmouth College for 19 years, where he taught the impact of technology on marketing.
Marshall’s founded his current firm Potential Energy Coalition, a nonprofit that conducts research and campaigns on climate communication.
He was named to Grist’s 2024 “Grist 50” list, which highlights individuals working on innovative approaches to addressing climate change.
Marshall is also on the Board of Trustees for Rare, a global nonprofit environmental organization, and was formerly on the board of First Street Foundation.
“John F. Marshall” enters the record as american marketing executive, professor and speaker. Crown Archives preserves that source wording while asking what John, Marshall and American can confirm, complicate or overturn.
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