Theoretical Developments in Marketing


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.


Book Information

Pages: 269
Published: 1980
New Copyright: 2012
ISBN: 9781613112342
Categories:, , , , ,

Author information

Charles W. Lamb Charles W. Lamb

Charles W. Lamb, Jr. is serving on several committees at Texas A&M University, such as the Student Media Board University Committee since 2006 and the Graduate Academic Appeals Council University Committee since 2010.

Professor Charles W. Lamb has written more than a dozen books and anthologies on marketing topics as well as over 150 articles that have appeared in academic journals and conference proceedings. In 1997, he was awarded the prestigious Chancellors Award for Distinguished Research and Creative Activity at TCU. This is the highest honor that the university can bestow on its faculty. Other key honors he has received include the M.J. Neeley School of Business Research Award, selection as a Distinguished Fellow of the Academy of Marketing Science, and a Fellow of the Southwestern Marketing Association.

Professor Lamb received his B.S. in General Business and Economics from Northwestern State College in Oklahoma, his M.B.A. from Oklahoma State University, and his Ph.D. in Marketing from Louisiana State University.

Patrick M. Dunne 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.


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