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College of Business Administration hosts lecture by distinguished marketing scholar March 5
By Gail Fagan, Public Affairs Representative
381-2741
Posted: 02/22/2010
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Faculty and students at The University of Texas-Pan American will have the opportunity to hear from Dr. Kent B. Monroe, Emeritus John M. Jones Distinguished Professor of Marketing at the University of Illinois at Urbana-Champaign and Visiting Distinguished Scholar in marketing at the University of Richmond, during a lecture scheduled for Friday, March 5 at the university.

The lecture, hosted by the Department of Marketing in the College of Business Administration (COBA), will be conducted in the COBA Building, Room 111, from 11:50 a.m. to 1:05 p.m. No registration is required to attend but seating is limited.


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- Dr. Kent B. Monroe
Monroe’s lecture, “An Historical Overview of Behavioral Pricing Research,” will highlight his pioneering investigations into the information value of price. He has taught pricing for more than 40 years and has presented his research before international associations in Asia, Africa and Europe, as well as North America. He has had his research published in leading marketing journals including the Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, Management Science, Journal of Academy of Marketing Science, and Journal of Retailing. He has also served as editor of the Journal of Consumer Research, from 1991-1993.

He has additionally served as consultant on pricing, marketing strategy and marketing research to numerous business firms, governments and the United Nations. Monroe has received numerous awards for his work including the Paul D. Converse Award for contributions to the field of marketing, April 2008; Fellow, Association for Consumer Research, October 2007; American Marketing Association/McGraw-Hill/Irwin Marketing Educator of the Year Award, 2005; and Marketing Pioneer Award for lifetime contributions to pricing theory, 2003.

Dr. Fuat Firat, professor of marketing, said having scholars such as Monroe visit campus results in multiple benefits to students and faculty as well as the university as a whole.

“Having world renowned scholars visit our campus provides first-hand insight into the latest developments and state-of-the-art perspectives in the field for our faculty and students. It also energizes faculty and students in developing ground-breaking research programs themselves or having the opportunity to collaborate with these scholars who lead the field,” said Firat. “In addition, visiting scholars get to know UTPA, its faculty and students, and develop an appreciation for the work that is done here at UTPA. They then spread that appreciation to other universities and academics in the field, which adds to our prestige.”

For more information on the event, contact the Department of Marketing at 956/384-5007.