How Shelby Hunt Became the Leading Authority on Marketing Theory

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.

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