A. Parasuraman, a professor of marketing and holder of the James W. McLamore Chair in Marketing has won a Best Article Award from the Journal of Marketing Theory and Practice (JMTP) for an article published this year (Volume 18).

The article, “The Impact of Customers’ Relational Models and Price-Based Defection,” is based on research into customer relationship strategies that companies may develop in order to keep customers in the face price competition.

In announcing the Best Paper Award, the editors noted that competition was very strong and that the quality and quantity of articles submitted to the JMTP has increased significantly over recent years.

The award will be presented at the Society of Marketing Advances’ Annual Conference in Atlanta on November 5.

The Journal of Marketing Theory and Practice is positioned as a high quality journal internationally that is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing.  In the context of developing, enhancing, and disseminating marketing knowledge, JMTP values both conceptual and empirical work by academicians so long as the work provides strong implications for the managerial practice of marketing. READ MORE