How Shelby Hunt Became the Leading Authority on Marketing Theory

Marketing Legends

Dr. Ajay Kohli, Gary T. and Elizabeth R. Jones Chair at Scheller College of Business, Georgia Institute of Technology discusses how Dr. Shelby Hunt, the Jerry S. Rawls and P. W. Horn Professor of Marketing at Texas Tech University went from the applied world of engineering and sales, to becoming the leading authority on marketing theory.

Although Shelby Hunt was influenced by a diverse set of mentors, his keen interest in the Philosophy of Science led him to establish a framework for teaching marketing theory to subsequent generations of marketing scholars. Most marketing scholars know his little green book and continue to reference it as they develop new theory.




Shelby D. Hunt | A Brief Biography

Shelby Hunt is the Jerry S. Rawls and P. W. Horn Professor of Marketing at Texas Tech University, Lubbock, Texas.  He is widely acknowledged to be one of the key figures in the proliferation of marketing theory development and many students know his “little book,” Marketing Theory:  Conceptual Foundations of Research in Marketing.

Professor Hunt began his career selling plastics and settled in southeast Michigan where his largest clients, auto-suppliers, were based. After exploring doctoral programs at University of Michigan and Michigan State University, Hunt enrolled in MSU’s Marketing PhD Program where he worked with a variety of faculty, including AMA-Sheth Foundation Doctoral Consortium founder Tom Staudt.

After leaving Michigan State, Hunt began his career at University of Wisconsin and would eventually chair the department from 1974 – 1980. He moved to Texas Tech University and has been on the faculty through the present.

From 1985-1987, he served as editor of the Journal of Marketing. During his tenure he supported a discipline-wide trend in which marketing scholarship became much more grounded in theory.

In addition to his contributions to marketing theory, Hunt’s work has focused primarily on Competition, Ethics, Macromarketing, and Strategy.

Hunt has received numerous honors including the AMA’s McGraw-Hill/Irwin Distinguished Marketing Educator award and the Paul D. Converse award.

He continues to reside in Texas with his wife.

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