Texas Tech University

Shelby Hunt Featured on AMA's Marketing Legends

Kaitlin York

Shelby Hunt


Shelby Hunt, Jerry S. Rawls and P.W. Horn Professor of Marketing, was recently featured by the American Marketing Association (AMA) as being a leading authority on marketing theory.

View the full interview here.

About Shelby Hunt

Hunt is the Jerry S. Rawls and P. W. Horn Professor of Marketing at Texas Tech University. A past editor of the Journal of Marketing (1985-87), he is the author of numerous books, including Marketing Theory: Foundations, Controversy, Strategy, Resource-Advantage Theory (M.E. Sharpe, 2010), Controversy in Marketing Theory: For Reason, Realism, Truth, and Objectivity (M.E. Sharpe, 2003) and A General Theory of Competition: Resources, Competences, Productivity, Economic Growth (Sage Publications, 2000).

As one of the 250 most frequently cited researchers in economics and business (Thompson-ISI), he has written numerous articles on competitive theory, strategy, macromarketing, ethics, relationship marketing, channels of distribution, philosophy of science and marketing theory. Three of his Journal of Marketing articles, The Nature and Scope of Marketing (1976), General Theories and Fundamental Explananda of Marketing (1983) and (with Robert M. Morgan) The Comparative Advantage Theory of Competition (1995), won the Harold H. Maynard Award for the best article on marketing theory. The Comparative Advantage Theory of Competition article also won the 2004 Sheth Foundation/Journal of Marketing award for its long term contributions to the field of marketing.

His 1985 Journal of Business Research article with Lawrence B. Chonko, Ethics and Marketing Management, received the 2000 Elsevier Science Exceptional Quality and High Scholarly Impact award. His 1989 article, Reification and Realism in Marketing: in Defense of Reason, won the Journal of Macromarketing Charles C. Slater Award. His 1994, Journal of Marketing article, The Commitment-Trust Theory of Relationship Marketing, with Robert M. Morgan, was the most highly cited article in economics and business in the 1993-2003 decade (Thomson-ISI). His Journal of the Academy of Marketing Science article entitled Sustainable Marketing, Equity, and Economic Growth: A Resource-Advantage, Economic Freedom Approach won the Sheth Foundation Award for the Best Article in JAMS in 2011.

For his contributions to theory and science in marketing, he received the 1986 Paul D. Converse Award from the American Marketing Association, the 1987 Outstanding Marketing Educator Award from the Academy of Marketing Science, the 1992 American Marketing Association/Richard D. Irwin Distinguished Marketing Educator Award, the 2002 Society for Marketing Advances/Elsevier Science Distinguished Scholar Award and the 2010 Marketing Management Association Innovative Marketing Award.

In 2011, Sage Publications published the ten-volume set, Legends in Marketing: Shelby D. Hunt. The volumes include 132 of Hunt's articles, 41 commentaries on Hunt's work by distinguished scholars and interviews of Hunt by each volume's editor.

You can read more about his work and awards here.