Dennis B. Arnett
Associate Professor of Marketing
Texas Tech University
Rawls College of Business
Area of Marketing
(806) 742-2951
dennis.arnett@ttu.edu
Research Interests
My research focuses on two interrelated areas: (1) competition theory and its implications for marketing theory and practice and (2) relationship marketing theory. My research on competition theory uses resource-advantage theory and examines issues related to public policy (e.g., antitrust and the influence of marketing on society) and marketing strategy (e.g., market segmentation strategy and relationship marketing strategy). I have co-authored a number of articles in this area, which have appeared in the Journal of Public Policy and Marketing, the Journal of Marketing Theory and Practice, the Journal of Personal Selling and Sales Management, the Australasian Marketing Journal, and Business Ethics Quarterly. My research in the area of relationship marketing centers on the application of identity theory in relationship marketing contexts. I have co-authored numerous articles in this area, which have appeared in the Journal of Marketing, the Journal of Business and Industrial Marketing, the Journal of the Academy of Business Education, Cornell Hotel and Restaurant Administration Quarterly, the Journal of Leisure Research, the Journal of Hospitality & Tourism Research, and the International Journal of Sports Marketing & Sponsorship.
Consulting Experience
My education and business experiences have enabled me to be involved in marketing projects for a wide variety of companies from large multinational organizations to small businesses. I specialize in market research methods. The types of projects that I have worked on include: customer satisfaction surveys, employee satisfaction surveys, internal benchmark studies, public opinion surveys, salesforce effectiveness studies, telephone-based surveys, and theory-based data-mining projects.