William Dodds, Ph.D.

ACADEMIC VITA

Professor of Marketing
Fort Lewis College

Work Address
School of Business Administration
Fort Lewis College
Durango, CO 81301
Phone: 970 247-7495
E-mail: dodds_B@fortlewis.edu
 Home Address
250 Aspen Drive
Durango, CO 81301
Phone: 303 385-4396

Education Ph.D. Virginia Polytechnic Institute, Business (Major: Marketing, Minor:

Statistics), 1985

Dissertation Title: "An Experimental Investigation of the Effects of Price, Brand and Store Information on the Subjective Evaluation of Products"

M.S. Clarkson University , Industrial Management, 1971

B.S. Clarkson University , Industrial Management, 1970

 

Research Market Cue Perception - Product Evaluation Paradigm

Interests Product/Service and Price Strategies and Tactics

Creativity and Innovation

 

Teaching Managing Customer Value

Interests Marketing Strategy and Policy

Marketing

Marketing Research

Services Marketing and Management

Business Creativity and Innovation

 

Academic Fort Lewis College

Experience Professor of Marketing, 1997 to present

Professor of Junior Trimester Program in LaRochelle France 2003

Featured Scholar of the College 2001-2002

Visiting Professor of Marketing, Dublin City University , Dublin Ireland 2000

Associate Professor of Marketing, 1992 to 1997

AssociateProfessor of Junior Trimester Program in Arundel , England 1995

Teaching Responsibilities: Marketing, Marketing Strategy and Policy , Marketing Research, Managing Customer Value, Business Creativity and Innovation and Services Marketing and Management .

 

Boston College

Assistant Professor of Marketing, 1985- 1992,

Teaching Responsibilities: Marketing Research, Pricing Policy and Strategy, and Marketing Principles.

 

Virginia Polytechnic Institute and State University

Instructor of Marketing, 1984-1985, 1982-1983,

Teaching Responsibilities: Product and Price Management and Marketing Management.

Research Assistant 1983-1984

Research Responsibilities: Development of a research program and research support to Dr. Kent B. Monroe.

 

State University of New York at Canton

Assistant Professor of Business Administration, 1974-1982,

Teaching Responsibilities: Marketing Principles, Sales Management, Business Organization, Personnel Management, Business Law, Information Systems and Accounting Principles.

 

Clarkson University

Adjunct Instructor of Marketing, 1980-1982,

Teaching Responsibilities: Marketing Management (Graduate), Sales Management, and Marketing Principles.

 

Paul Smiths College

Instructor/Assistant Professor of Business Administration, 1971-1974

Teaching Responsibilities: Managerial Accounting, Data Processing, and Accounting Principles .

 

Research Activities

 

Journals

Hunt, Ken neth A. and William B. Dodds (2004) “Toward the Integration of Theories in the Channel Conflict Paradigm,” Industrial Marketing Management (under review)

 

Dodds, William B. (2002), “The Effects of Perceived and Objective Market Cues on Consumers' Product Evaluations,” Marketing Bulletin , 13, Article 4

 

Dodds, William B. (1999), "Managing Customer Value," Mid American Journal of Business (winter), 13-22.

 

Dodds, William B. (1998), "A Framework for Strategic Value Management," Advances in Business Studies: An Irish Review , vol.6 no. 10, 1-13.

 

Dodds, William B. (1996), "Perceived Value: A Dimension of the Consumer Risk Construct," Mid American Journal of Business (winter), 15-22.

 

Dodds, William B. (1995), "How Market Cues Affect Product Evaluations," Journal of Marketing: Theory and Practice , (spring), 50-63.

 

Dodds. William B., Ramon A. Avila, and Russell G. Wahlers (1994), "The Effects of Price and Industrial Buyers' Experience in Evaluating Products," Journal of Marketing: Theory and Practice (fall/winter), 71-86.

 

Ramon A. Avila, William B. Dodds, Joseph D. Chapman, O. Karl Mann, and Russell G. Wahlers (1993), "Importance of Price in Industrial Buying: Sales Versus Purchasing Perspectives," Review of Business , 15(winter), 34-38.

 

Dodds, William B. and Jean Romeo (1992), "An Investigation of How Similarity and Price Influences Consumers' Responses to Brand Extensions," Journal of Business and Psychology , Volume 6, No. 2, 247-263.

 

Dodds, William B., Kent B. Monroe, and Dhruv Grewal (1991),"The Effects of Price, Brand, and Store Information on the Buyers' Perception of Products," Journal of Marketing Research, 28 (August), 307-19.

 

Dodds, William B. (1991), "In Search of Value: How Price and Store Name Information Influence Buyers' Product Perceptions," Journal of Consumer Marketing, 8 (spring), 15-24.

 

Dodds, William B. and Kent B. Monroe (1988), "A Research Program for Establishing the Validity of the Price-Perceived Quality Paradigm," Journal of the Academy of Marketing Science , 16 (spring), 151-168.

 

Conference Papers in Proceedings

Dodds, William B, Anne Sinnott, Naoimh O'Reilly, Joanne Lynch and Michael Gannon, (2003), “Irish Consumers' Viewpoint of Marketing in a Surging Economy: A Cross sectional Study,” 2004 International Business and Economy Conference.

 

Dodds, William B. and Kenneth A. Hunt and R. Edward Bashaw (2004), “A Balanced Perspective for the Pedagogy of Consumer Demand,” Proceedings 2004 Marketing Educators' Conference (under review).

 

Dodds, William B, Anne Sinnott, Naoimh O'Reilly, Joanne Lynch and Michael Gannon, (2003), “ The Consumer Sentiment of the Irish Nation,” 2003 Academy of Marketing Science Annual Conference, 229.

 

Stovall, Steve , and William B. Dodds (2003), " A Classroom without Walls: Innovative Options to Explore the World ,” Proceedings 2003 Marketing Educators' Conference, 13-16.

 

Stovall, Steve , and William B. Dodds (2002), " Creating an Entrepreneurial Flavor in the Marketing Curriculum , ” Proceedings 2002 Marketing Educators' Conference, 12-16.

 

Hunt, Ken neth A, R. Edward Bashaw and William B. Dodds (2002), “Who Owns the Customer Relationship?' Developments in Marketing Science, Vol. XXV, 2002 Academy of Marketing Science Annual Conference.

 

Dodds, William B. (2001) “ “Framing Deals to Influence Consumers' Buying Intentions An Exploratory Study,” Developments in Marketing Science, Vol. XXIV, 2001 Academy of Marketing Science Annual Conference, 94-99.

Hunt, Ken neth A and William B. Dodds (2001) “An Integrated Model of Channel Conflict,” Developments in Marketing Science, Vol. XXIV, 2001 Academy of Marketing Science Annual Conference, 65.

 

Dodds, William B. (2000) “Ouray Ski Resort – A Case in Value Management,” Marketing in the Century Ahead, 2000 Atlantic Marketing Association Annual Conference, Vol. XVI, 200-213.

 

Dodds, William B. and Kenneth A. Hunt (2000) "A Pedagogical Perspective for Creating Value via a Better Understanding of Behavioral Demand," 2000 Academy of Marketing Science Annual Conference, 426.

 

Dodds, William B. (1999) "Consumer Uses of Perceived and Objective Market Cues for Product Evaluations: Preliminary Findings." (Abstract only)," Developments in Marketing Science, Vol. XXII, 1999 Academy of Marketing Science Annual Conference, 426

 

Dodds, William B. (1998) " Bringing Creativity and Innovation into the Marketing Classrooms, " Proceedings , 1998 Western Marketing Educators' Conference, 63-66.

 

Dodds, William B. (1997) " The Marketing Mix as a Total Product: Understanding the Pedagogical Relevance of Product and Price," Diversity and Education Technology: Forces of Choice in Marketing Education for the 21st Century, 1997 Western Marketing Educators' Conference, 64-67.

 

Dodds, William B. (1997), "A Framework for Strategic Value Management (Abstract only)," Developments in Marketing Science, Vol. XX, 1997 Academy of Marketing Science Annual Conference, 131.

(Cited as best in track)

 

Romeo, Jean B. and William B. Dodds (1996), "Brand Quality and Price: Measures of a Brand Extension's Success," Developments in Marketing Science, Vol. XIX, 1996 Academy of Marketing Science Annual Conference , 282-288.

 

Dodds, William B. (1995), "The Dominant Effects of Brand Name Information: Implications for Consumers' Product Evaluation," Developments in Marketing Science, Vol. XVIII, 1995 Academy of Marketing Science Annual Conference, 18.

 

Dodds, William B. (1993), "Can Consumers Choose the Best Price Incentive?" Business Science: Theory and Practice , Academy of Business Administration , 1045-1052.

 

Dodds, William B. (1993), "Exchange Value: New Concepts for a More Balanced Concept of Marketing," Developments in Marketing Science, Vol. XVI, Academy of Marketing Science, 459-463.

 

Dodds, William B. (1991), "A Case Study Approach for the Application of Spreadsheet Analysis in Making Effective and Efficient Price Decisions," American Marketing Association Microcomputer Proceedings .

 

Dodds, William B. and Nicholas Nugent (1991), "Consumer Perceptions of Price Deals in the Automobile Industry," Robert L. King, editor, Developments in Marketing Science , Vol. XIV, Richmond , VA : Academy of Marketing Science , 269-273.

 

Dodds, William B. (1990), "An Exploratory Investigation of Different Patterns of Consistency for Cues Used in Consumers' Subjective Evaluations of Product Quality," B.J. Dunlap, editor, Developments in Marketing Science , Vol. XIII, Cullowhee , NC : Academy of Marketing Science , 325-329.

 

Dodds, William B. (1989), "A Study of Effects on Buyer's Choice Between Different Price Incentives," John M. Hawes and John Thanopoulos, editors, Developments in Marketing Science , Vol. XII, Akron, Ohio: Academy of Marketing Science, 268-272.

 

Dodds, William B. (1989), "The Influence of Buyers' Acceptable Price Range on Perceptions of Products," American Marketing Association Educator's Proceedings, 207.

 

Dodds, William B. (1989), "Spreadsheets Offer a More Realistic and Flexible Evaluation of Marketing Opportunities in the Classroom," American Marketing Association Microcomputer Proceedings , 293-297.

 

Dodds, William B., Nicholas Nugent and Victoria Crittenden (1988),"The Influence of Different Shopping Behaviors on Rational Choice: An Empirical Investigation," in J. Hawes and G. Glisan, editors., Developments in Marketing Science , Vol. X, Akron, Ohio: Academy of Marketing Science, 2-7.

 

Dodds, William B. and Dennis Cole (1988), "Manufacturers' Perspectives in the Present and Future Use of Rebates," Robert L. King, editor, Proceedings , AMS/ACRA National Retailing Conference, 97-102.

 

Nugent, Nicholas, William B. Dodds, and Louis Zivic (1988), "Salient Issues Utilized by Employers When Considering and Purchasing Health Care Protection," Charles Lamb and Debra Scammon, editors, Advances in Health Care Research: 1988 Proceedings , American Association for Advances in Health Care Research Conference, 80-82.

 

Dodds, William B., Nicholas Nugent and Michael Peters (1987), "A Diagnostic Instrument for Assessing the Marketing Effectiveness of a Health Care Institution," Wade Lancaster and M. Venkatesan, editors, Advances in Health Care Research: 1987 Proceedings , American Association for Advances in Health Care Research Conference, 21-24.

 

Dodds, William B. (1987), "A 'Quick' Method for Achieving Robust and Reliable Measures of Marketing Constructs," in Donald P. Robin, ed., Proceedings , Southern Marketing Association Conference, 156-161.

 

Dodds, William B. and Kent B. Monroe (1985), "The Effect of Brand and Price Information on Subjective Product Evaluations," in E. Hirschman and M. Holbrook, editors, Advances in Consumer Research , 12, Provo, Utah: Association for Consumer Research, 85-90.

 

Conference Presentations

Dodds, William B. (1997), "Strategies for Teaching Value Management," Special Session at the 1997 Western Marketing Educators' Conference.

 

Dodds, William B. (1996), " Value Management: Pedagogical Issues in Linking the Concepts of Product Quality, Customer Service, and Price," Special Session at the 1996 Academy of Marketing Science Annual Conference.

 

Dodds, William B. (1994), " Junior Seminar in Business at Fort Lewis College : Linking Marketing, Operations, and Finance," Special Session at the 1994 Western Marketing Educators' Conference.

 

Dodds, William B. (1994), " Value Marketing: An Integrated Course in Product and Price Management," Special Session at the 1994 Western Marketing Educators' Conference.

 

Dodds, William B. and Jean Romeo (1992), "Quality, and Similarity in Consumers' Perceptions Of Brand Extensions," Special Session at the 1992 Academy of Marketing Science Annual Conference.

 

Grewal, Dhruv, William B. Dodds and R. Krishnan (1992), "The Role of Discount, Brand and Store Information on the Effectiveness of Comparative Price Advertisements," Special Session at the 1992 Academy of Marketing Science Annual Conference.

 

Grewal, Dhruv, William B. Dodds and R. Krishnan (1991),"The Role of Brand and Store Information on Buyers' Perceptions of Price, Quality and Value," Special Session at the 1991 Academy of Marketing Science Annual Conference.

 

Books

Dodds, William B., (2003) Managing Customer Value: Essentials of Product, Customer Service and Price Decisions, University Press of America, Inc.

 

Non-Reviewed Publications

Dodds, William B. (1993), "Some Thoughts about Value Marketing," Vernon Lynch, editor, Econometer , Vol. 3, No. 4, Durango, CO, 3-4.

 
 

Professional Service

 

Editorial Review Boards

Editorial Review Board, Utrecht Business Review, 1999-present

Editorial Review Board, Mid-American Journal of Business, 1996 – present

Editorial Review Board, ACR Conference, 1998

 

Reviewer

Journal of Marketing Education , 1999

AMA Winter Marketing Educators' Conference, 1998

Mid-American Journal of Business, 1996

Academy of Marketing Science Annual Conference, 1996

Academy of Marketing Science Annual Conference, 1995

Western Marketing Educators' Association Conference, 1995

Mid-American Journal of Business, 1994

Academy of Marketing Science Annual Conference, 1994

Journal of Business and Psychology , 1994

Academy of Marketing Science Annual Conference, 1993

American Marketing Association Winter Educator's Conference, 1993

American Marketing Association, 1992

Microcomputers in Marketing Education Conference, 1991

Journal of Marketing , 1987 -1990

Journal of Business and Psychology , 1988

Southern Marketing Association Conference, 1987

 

Conference Activity

Session Chair, Academy of Marketing Science Annual Conference, 1997

Discussant, American Marketing Association, 1992

Discussant, Academy of Marketing Science Annual Conference, 1991

Discussant , Southern Marketing Association Conference, 1987

 

Professional Memberships

Academic Service

 

2003-2004

 

2002-2003

 

2001-2002

 

2000-2001

•  Coordinator of Marketing Area

•  Search Committee for Marketing Position

•  Faculty Executive Council

 

1999-2000

 

1998-1999

 

1997-1998

 

1996-1997

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