Theoretical Development in Marketing, edited by Charles W. Lamb, Jr. and Patrick M. Dunne, is a part of proceeding series published by the American Marketing Association. This work is a collection of 65 papers which were presented at the Special Educators Conference held in Phoenix during February 1980. Spread across 23 chapters that begins with a retrospective of Wroe Alderson – the father of marketing theory, these papers examine the niche areas of marketing such as pricing, distribution, channels, customer satisfaction, promotion, and sales management, as well as the marketing system in total, besides a special focus on the interrelationships of various marketing components.
Patrick M. Dunne
Professor Patrick M. Dunne recently retired from the Rawls School of Business at Texas Tech University. He received his Ph.D. in marketing from Michigan State University and his B.S. from Xavier University. In more than 40 years of university teaching, Dr. Dunne taught a wide variety of marketing and distribution courses at both the undergraduate and graduate levels.
In addition to his tenure at Texas Tech, Dr. Dunne has taught at Michigan State University, Drake University, and the University of Oklahoma. He has been honored throughout his career with several university teaching awards. His research has been published in many of the leading marketing and retailing journals, and he has authored more than 20 books.