Richard J. Lutz

Richard J. Lutz is the J.C. Penney Professor of Marketing at Warrington College of Business Administration at the University of Florida. Dr. Lutz has published some 75 articles, books and chapters, primarily in the area of consumer attitudes and response to advertising.

His current research addresses consumer response to alternative online advertising formats, intergenerational transfer of brand preferences, and recreational consumption. He received his PhD, MS, and BS in marketing from the University of Illinois. His research interests include consumer behavior, advertising response, and services marketing.

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Marketing Communications Theory And Research

Marketing Communications – Theory and Research

Marketing Communications: Theory and Research was written by Michael J. Houston and Richard J. Lutz. This work is a collection of papers presented at the AMA’s 1985 Winter Marketing Educators Conference. The papers reflect the diversity of thinking on a variety of topics such as issues, theories, research procedures, and individuals involved in marketing communications.

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