Texas Tech University

Award Renamed For Longtime Rawls College of Business Professor

George Watson

October 5, 2015

Shelby Hunt’s work and leadership in marketing theory is recognized by the American Marketing Association.

Shelby Hunt
Shelby Hunt

Three times since 1976, Texas Tech University Area of Marketing professor Shelby Hunt has been named the Harold H. Maynard Award winner by the American Marketing Association (AMA).

Now, the award will bear a new name – his.

The Jerry S. Rawls and Horn Professor of Marketing in the Rawls College of Business, Hunt has made a career of studying marketing theory, and now his work will be forever recognized as his name is added to the award he has won three times. It will now be known as the Shelby D. Hunt/Harold H. Maynard Award.

The award recognizes articles submitted to the AMA's Journal of Marketing that make the most significant contributions to marketing theory in a calendar year.

“I am deeply honored by the decision of the American Marketing Association this year to establish the Shelby D. Hunt/Harold H. Maynard Award,” Hunt said. “Harold H. Maynard was one of the pioneers of marketing academic theory and thought at the beginning of the 20th century. To have my name paired with his in this award for the Journal of Marketing's best article each year that contributes to marketing theory and thought is so gratifying that I have difficulty finding words to accurately reflect my feelings.”

Hunt received the award for the first time in 1976 for his article “The Nature and Scope of Marketing.” Eight years later, in 1983, he won it for “General Theories and the Fundamental Explananda of Marketing.” His final Maynard award came in 1995 when he collaborated with Robert M. Morgan for the article “The Comparative Advantage Theory of Competition.”


“This honor recognizes Shelby as the premier scholar in marketing theory in the last 30 years,” said Debbie Laverie, senior associate dean and professor of marketing. “His contributions are exemplary. Professor Hunt's work has brought acclaim to himself, the area of marketing and Texas Tech University.”

Hunt served as editor of the Journal of Marketing for three years (1985-87) and has written numerous books and articles on competitive theory, strategy, macromarketing, ethics, relationship marketing, channels of distribution, philosophy of science and marketing theory. He is one of the most frequently cited researchers in economics in business in the world.

He has won countless other awards from the AMA, and in 2011, Sage Publications published 132 of his articles in a 10-volume set, “Legends of Marketing.”

“Many scholars have joined the faculty to be able to work and learn from Dr. Hunt, myself included,” Laverie said. “He is a legend in the discipline of marketing.”