Larry G. Gresham

A Contingency Framework for Understanding Ethical Decision Making in Marketing

O. C. Ferrell, Larry G. Gresham · Journal of Marketing · 1985 · 1.7K citations

Business, Marketing, Marketing Management +13

A Contingency Framework for Understanding Ethical Decision Making in Marketing

O. C. Ferrell, Larry G. Gresham · Journal of Marketing · 1985 · 632 citations

Business, Marketing, Marketing Management +13

A Synthesis of Ethical Decision Models for Marketing

O. C. Ferrell, Larry G. Gresham, John Fraedrich · Journal of Macromarketing · 1989 · 587 citations

Business, Marketing, Marketing Management +11

Attitude toward the Advertisement and Brand Attitudes: A Classical Conditioning Perspective

Larry G. Gresham, Terence A. Shimp · Journal of Advertising · 1985 · 183 citations

Business, Marketing, Psychology +13

Relationship retailing: transforming customers into clients

Leonard L. Berry, Larry G. Gresham · Business Horizons · 1986 · 117 citations

Business, Marketing, Retail Management +14