Charles Fifield

Senior Lecturer - Marketing

Contact Information

Campus Phone:  (254) 710-4549
Fax:  (254) 710-6142
Mailing Address:  One Bear Place #98007
Waco, TX  76798-8007
Office Location:  Foster Business and Innovation¬†220.13

Office Hours

MTWRF 12:00 - 2:00

Educational Background

  • MBA - Finance, Kellogg School of Management

Work Experience

  • Senior Lecturer of Marketing, Baylor University (2009 - Present)
  • Lecturer of Marketing, Baylor University (2002 - 2009)


  • General Business, The Fifield Company, Temple, TX (November 01, 2010 - Present)
  • Sales Seminar, State Farm Insurance Companies, Baylor University (November 14, 2007 - January 10, 2008)
  • Management, Southwest Financial Group, Inc. (1973 - Present)

Awards and Honors

  • The Lamb-Hair-McDaniel AMS Outstanding Marketing Teacher Award, The Academy of Marketing Science (May 15, 2013)

Licensures and Certifications

  • Certified Financial Planner, Certified Financial Planners Association (October 1990 - Present)
  • Real Estate Brokers License, Texas Real Estate Commission (March 1980 - March 2009)
  • General Lines Agent, Texas Department of Insurance (November 1973 - Present)
  • Registered Representative, National Association of Securities Dealers (November 1973 - June 2009)
  • Chartered Life Underwriter, Chartered Life Underwriters Association (September 1972 - Present)


After over thirty years of working in every major segment of the financial services industry, Charles chose to "retire" from the business world and commence a belated teaching career. Due to his varied personal business background, he has taught in several departments within the undergraduate and graduate Business Schools.


Applied or Integration/Application Scholarship

"Identifying and Managing the Buying Center," Keller Center Research Report, (December 2016).

Teaching and Learning Scholarship

"Developing A Winning Theme or The Attention Getter," Keller Center Research Report, (2nd Quarter 2016).

"The Salesperson's Toolkit for Selling Success," Keller Center Research Report, (March 2016).

Applied or Integration/Application Scholarship

"Setting the Sale - Part 3 (Value Building)," Keller Center Research Report, (4th Quarter 2015).

"Setting the Sale - Part 2 (Communication Skills)," Keller Center Research Report, (3rd Quarter 2015).

"Setting the Sale - Part 1 (Relationship Building & Management)," Keller Center Research Report, (2nd Quarter 2015).

"The Mindset Needed for Sales Success," Keller Center Research Report, (1st Quarter 2015).

Basic or Discovery Scholarship

"Scissors Cut Paper: Proactive and Contingent Strategies in a Conflict Situation," International Journal of Conflict Management, Vol. 23, No. 4, (October 2012), pp. 344-361 (coauthors: Christopher J. Meyer, Blaine McCormick, Rachel Woods).

Applied or Integration/Application Scholarship

"Necessary Condition #9 - The Right Metrics," (Summer 2012).

"Necessary Condition #10 - The Right Commitment," (Winter 2012).

"Necessary Condition #7 - The Right Approach," (December 2011).

"Necessary Condition #6 - The Right Approach Plan of Action," (September 2011).

"Necessary Condition #5 - The Right Approach Priorities," (June 2011).

"Integrating Sales Technology into Real Estate Sales Forces to Improve Sales Performance," (March 2011) (coauthors: Bill Weeks).

"Necessary Condition #4 - The Right Prospects," (March 2011).

"Necessary Condition #3 - The Right Day-to-Day Operational Focus," (January 2011).

"Necessary Condition #1 - The Right Attitude," (Fall 2010).

"The 10 Necessary Conditions to Highly Effective Personal Selling," (Summer 2010).

"Selling is Shorthand for Storytelling," (Summer 2009).

"The Three Most Important Words in Highly Effective Personal Sellling," (Spring 2009).

"Sales and The River Analogy," (Summer 2008).

"Selling the Lean Way," Vol. 1, No. 1, (Spring 2008).

"Value-Developing Skills," Keller Center Research Report.

"Necessary Condition #2 - The Right Process."

Presentations and Proceedings

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