Leonard Berry (professor)

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Leonard Berry
Texas A&M Professor Leonard L. Berry.jpg
Born1942 (age 79–80)
Academic background
Alma materW. P. Carey School of Business
University of Denver
Academic work
InstitutionsTexas A&M University

Leonard L. (Len) Berry (born 1942) is a distinguished professor of marketing at Texas A&M University and a senior fellow at the Institute for Healthcare Improvement. Berry is a past president of the American Marketing Association. He has studied service delivery in healthcare at the Mayo Clinic and in cancer care settings. Berry is Texas A&M's most cited faculty member on Google Scholar, with over 200,000 citations.[1]


Berry earned bachelor's and master's degrees at the University of Denver and a Ph.D. at Arizona State University.[2] A longtime professor at Texas A&M University, Berry founded the school's Center for Retailing Studies in 1982 and directed it for 18 years.[3] In 1983, Berry coined the term relationship marketing, which emphasizes the need for organizations to maintain (rather than simply acquire) customers.[4]

He is the University Distinguished Professor of Marketing and Regents Professor at Texas A&M University. He holds the M. B. Zale Chair in Retailing and Marketing Leadership in the Mays Business School at Texas A&M. He has studied healthcare service improvement in association with the Mayo Clinic and as a senior fellow at the Institute for Healthcare Improvement.[2] Much of Berry's work has focused on service delivery in cancer care.[5]

Berry and his wife established the Berry-AMA Book Prize for the Best Book in Marketing for the American Marketing Association (AMA).[6] He is a past recipient of the AMA/Irwin/McGraw-Hill Distinguished Marketing Educator award. He is on the board of directors for the Nemours Foundation.[7]

Berry has served on the board of directors of Genesco since 1999.[8]

His son, Matthew Berry, is a former screenwriter and Senior Fantasy Sports Analyst for ESPN.[9]

Notable publications[edit]


  1. ^ "Mays Business School Professor Is Texas A&M's Most-Cited On Google Scholar". Texas A&M University. Retrieved February 21, 2021.
  2. ^ a b "Leonard L. Berry". Texas A&M University. Archived from the original on August 5, 2009. Retrieved May 12, 2015.
  3. ^ "A baker's dozen of experts". Fast Company. Archived from the original on January 3, 2015. Retrieved May 12, 2015.
  4. ^ Morgan, Robert M.; Parish, Janet Turner; Deitz, George (30 January 2015). Handbook on Research in Relationship Marketing. Edward Elgar Publishing. p. 16. ISBN 978-1-78347-863-7.
  5. ^ "Profiles in Improvement: Leonard L. Berry, PhD, MBA, IHI Senior Fellow". Institute for Healthcare Improvement. December 15, 2014.
  6. ^ "Berry-AMA Book Prize for the Best Book in Marketing". American Marketing Association Foundation. Retrieved May 12, 2015.
  7. ^ "Leonard L. Berry, Ph.D." Nemours Foundation. Archived from the original on September 5, 2015. Retrieved May 13, 2015.
  8. ^ "Genesco Inc (GCO:New York): Leonard L. Berry Ph.D." Bloomberg. Retrieved June 24, 2017.
  9. ^ Berry, Matthew (September 27, 2012). "All in the family". ESPN. Retrieved May 13, 2015.

External links[edit]