Marketing Legends: Leonard Berry

Matt Weingarden, Curator
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Leonard Berry, Marketing Legend
Key Takeaways
​Len Berry and Valarie Zeithmal discussed his career in February 2017

Leonard Berry is University Distinguished Professor of Marketing, Regents Professor, and the M.B. Zale Chair in Retailing and Marketing Leadership at the Mays Business School at Texas A&M University. He also is Presidential Professor for Teaching Excellence at Texas A&M. 

He is a leading scholar in services marketing and retailing studies and, more recently, a leader in the study of healthcare service. He has been published in leading journals and has written ten books including, Management Lessons from Mayo Clinic, Discovering the Soul of Service, and On Great Service.  Dr. Berry established the Center for Retailing Studies at Texas A&M University in 1982, serving as director until 2000. 

He has received numerous honors including the AMA/Irwin/McGraw-Hill Distinguished Marketing Educator Award, Paul D. Converse Award, and the Lifetime Achievement Award for Research & Scholarship from the Mays Business School. In 2015 he was named an AMA Fellow. Professor Berry received his PhD from Arizona State University and in 2014 was inducted into ASU’s Carey School of Business Hall of Fame.

At the 2016 Winter AMA Academic Conference, Professor Berry spoke with his colleague Valarie Zeithaml about his career:

Marketing Legend: Leonard Berry from American Marketing Association on Vimeo.

Since 1937, the AMA has served as a global leader in marketing knowledge. Today the AMA strives to be the most relevant force and voice influencing marketing around the world; to be an essential community for marketers. 

The Marketing Legends program is designed to honor exceptional marketing people within that community and create a repository of educational content to inspire students, scholars, and managers.

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Matt Weingarden, Curator
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