Dennis A. Pitta, Ph.D.
Education
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Ph.D. 1983, University of Maryland
Major: Marketing, Minors: Psychology and Management
Dissertation Topic: An Experimental Investigation of the Effect of Some Message
and Receiver Characteristics on Communication Success.
M.B.A. 1972, Canisius College, Concentration: Marketing
M.S. 1970, Canisius College, Major: Chemistry
B.S. 1967, Boston College, Major: Chemistry
Academic Appointments and Other Significant Work Experience
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Present Position
Professor of Marketing University of Baltimore
Baltimore, MD 21201-5779
Previous Positions at the Merrick School
Director of Program Development
Director of Executive Programs
webMBA Director
CXMBA Director
Industry Experience:
Pharmaceutical Sales Representative/Marketing Research Analyst
The Upjohn Company, Buffalo, NY
Membership on Boards
of Directors Maryland China Business Council 1999-2001
Bibliography
Papers published and submitted. Refereed Journals
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"A Strategic Approach to Building Online Customer Loyalty: Integrating
Customer Profitability Tiers." Dennis Pitta, Frank J. Franzak, and Danielle Fowler
(2006). Journal of Consumer Marketing, Vol 23 No. 7. pp 421-429.
"Integrating exhibit marketing into integrated marketing communications."
Dennis Pitta, Margit Weisgal and Peter Lynagh. (2006) Journal of Consumer
Marketing Vol 23, No. 3. pp 156-166.
"Online Consumer Communities and Their Value to New Product Developers."
Dennis Pitta and Danielle Fowler, Journal of Product and Brand Management.
2005, Volume 14, No 5, pp; 283-291.
"Internet Community Forums: An Untapped Resource for Consumer Marketers."
Dennis Pitta and Danielle Fowler, Journal of Consumer Marketing. 2005, Volume
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22, No. 5, pp 265-274.
"Maintaining Positive Returns In The Value And Supply Chain: Applying
Tomorrow's Marketing Skills." Dennis Pitta, Frank J. Franzak, and Michael W.
Little, Journal of Consumer Marketing. 2004, Volume 21, No. 7, pp 510-519.
"Value Chains in Health Care." Dennis Pitta, Michael V. Laric, Journal of
Consumer Marketing. 2004, Volume 21, No. 7, pp 451-464.
"Privacy and One-to-One Marketing: Resolving the Conflict." Dennis Pitta, Frank
Franzak and Michael Laric. Journal of Consumer Marketing. 2003, Volume 20,
No. 7, 616-682.
"DTC Pharmaceutical Advertising: The Debate's Not Over," Amy Handlin,
Joseph B. Mosca, Dana A. Forgione, and Dennis Pitta, Journal of Consumer
Marketing, 2002, Volume 20, No. 3. 227 - 237.
"Online Relationships and the Consumer's Right to Privacy" Frank Franzak,
Dennis Pitta, and Steve Fritsche, Journal of Consumer Marketing, 2001, Volume
18, 631-641.
"The Performance Appraisal Process of Pharmaceutical Product Managers in
Canada: An Empirical Study," Lea Prevel Katsanis and Dennis Pitta, Journal of
Product and Brand Management, 1999, Volume 8, No. 6, pp 463-486.
"Ethical Issues Across Cultures: Managing the Differing Perspectives of China
and the U.S.," Dennis A. Pitta, Hung-Gay Fung, Stephen Isberg, Journal of
Consumer Marketing, 1999, Volume 16, No. 3, pp. 240-256.
"Marketing one-to-one and its dependence on knowledge discovery in databases,"
Dennis A. Pitta, Journal of Consumer Marketing, 1998, Volume 15, No. 5, pp
468-480.
"Boundary Spanning Product Development in Consumer Markets: Learning
Organization Insights," Dennis A. Pitta and Frank Franzak, Journal of Product
and Brand Management, 1997, Volume 6, No. 4, pp 235-249.
"Redefining New Product Development Teams: Learning to Actualize Consumer
Contributions," Dennis A. Pitta, Frank Franzak and Lea Prevel Katsanis, Journal
of Product and Brand Management, 1996, Volume 5, No. 6, pp 48-60.
"How Should Product Managers' Job Performance be Evaluated in Emerging
Product Management Systems?" Lea Prevel Katsanis, Jean-Paul Laurin, and
Dennis A. Pitta, Journal of Product and Brand Management, 1996, Volume 5, No.
6, pp 5-23.
"Boundary Spanning Product Development in Consumer Markets: Leaming
Organization Insights," Dennis A. Pitta and Frank Franzak, Journal of Consumer
Marketing, 1996, Volume 13, no. 6., pp. 66-81.
"Understanding Brand Equity for Successful Brand Extension." Dennis A. Pitta
and Lea Katsanis, Journal of Consumer Marketing, 1995, Volume 12, no. 4, pp.
51-64.
"Punctuated Evolution and the Role of the Product Manager," Lea Katsanis and
Dennis A. Pitta, Journal of Product and Brand Management, 1995, Volume 4, no.
3, pp. 49-60.
"Underlying Dimensions and Communication Strategies of the Advertising
Agency-Client Relationship." with Richard F. Beltramini, April 1991,
International Journal of Advertising, 10 (2), 151-59.
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"Communication Strategies for the Optometric Professional," with Frank Franzak,
New England Journal of Optometry. April/Spring 1989. Volume XLI, Number 4,
pp. 14-19.
"Strategic Alternatives for the Traditional Pharmacist: A Marketing Perspective,"
with Frank Franzak and Michael Little, Journal of Pharmaceutical Marketing and
Management, Vol 3, No. 2., 1988, pp. 47-63.
Refereed Cases
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"Building Brand Equity and Share of Heart at Nassau Valley Vineyards." Dennis
Pitta, Journal of Product and Brand Management, Vol. 16 No. 2, 2007
(forthcoming).
"New Product Introduction at TyRx Pharma, Inc.", Pamela Amsbaugh, and
Dennis Pitta, Journal of Product and Brand Management, Vol. 15 No. 6, 2006, pp
468-472.
"Managing the Risk Aspects of the Product Development Process at the Upjohn
Company." Lea Prevel Katsanis and Dennis A. Pitta, Journal of Product and
Brand Management, Vol. 15 No. 4, 2006, pp 250-254.
"Innovations in New Product Development at Universal Pipe and Fittings."
Hobart Swan and Dennis Pitta, Journal of Product and Brand Management, Vol
15, No. 2. 2006. pp. 150 - 154.
"New Product Development at Eastern Spice & Flavorings." Frank Franzak and
Dennis Pitta, Journal of Product and Brand Management, Vol 14, No. 6. 2005.
"Inland Technology: The Quest for Genuine Replicas." Dennis Pitta. Journal of
Product and Brand Management, Vol 14, No. 4. 2005, pp 260-263.
"From Market Entry to New Product Development in China: Environmental
Systems Controls." Dennis Pitta. Journal of Product and Brand Management, Vol
14, No. 2. 2005, pp 119-122.
Refereed Proceedings
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"Comparison of the Market Orientation of Chilean and US Firms," (accepted for
publication 2007) Smith, Darlene, Dennis A. Pitta, and Rolf Weinreich . The
Second International Conference on Strategic Management in Latin America,
Santiago, Chile January 4-5.
"The Influence of the Environment on a Firm's Market Orientation" (accepted for
publication 2007). Pitta, Dennis, Deborah Ford, and Darlene Smith. The Second
International Conference on Strategic Management in Latin America, Santiago,
Chile January 4-5.
"Consumer Concerns for Health Care Information Privacy: A Comparison
Between Chile and the US" (accepted for publication 2007). Amadei, Rafael;
Manfred Brauchle, Michael V. Laric, and Dennis A. Pitta. The Second
International Conference on Strategic Management in Latin America, Santiago,
Chile January 4-5.
"Attracting and Retaining the Creative Class: Assessing the Foundation of Latin
American Competitiveness in the Global Knowledge Economy" (accepted for
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publication 2007). Wood, Van R., Frank Franzak, Dennis A. Pitta. The Second
International Conference on Strategic Management in Latin America, Santiago,
Chile January 4-5.
"Webcasting: A New way of Learning?" proceedings of The College Teaching &
Learning (TLC) Conference & Applied Business Research (ABR) Conference,
January 2007.
Laric. Michael V. Dennis A. Pitta, and Lea Prevel Katzanis (2006), "Consumer
Concerns for Health Care Information Privacy: A Cross National Perspective",
International Management Development Research Yearbook- Technology,
Structure, Environment, and Strategy Interfaces in a Changing Global Business
Arena: Advances in Global Management Development, Volume XV, (2006) pp
449-456.
"Attracting and Retaining the "In-Community" and "Virtual" Creative Class:
Theoretical Correlates to Sustained Competitiveness in the Global Knowledge
Economy." Consortium for Intemational Marketing Research (CIMaR), 2006
Annual Meeting, Istanbul, Turkey (May 26 -30).
Laric. Michael V., Dennis A. Pitta, and Lea Prevel Katzanis (2005), "Consumer
Concerns for Health Care Information Privacy: A Cross Cultural Perspective", in
the 8TH International Conference of the American Society of Business and
Behavioral Sciences, London, August 58, in print.
Franzak, Frank J., Dennis A. Pitta, Van R. Wood, and Doug Clark (2005),
"Global Marketing Management Strategies for Overcoming Barriers to Creative
Class Formation." Proceedings, Academy of Marketing/American Marketing
Association 2005, Dublin, IR July 5-8.
Franzak, Frank J., Van R. Wood, and Dennis A. Pitta (1999), "Moving From
Global Teams to Intercultural Teams: The Role for Education," Proceedings,
Academy of Marketing/American Marketing Association 1999, Stirling, Scotland,
July, 67 – 78.
Assessing Opportunities and Risks: Thomas Bata Considers Re-Entry into the
Czech Republic, with Christine Nielsen, Proceedings of the Sixth Annual
International Conference on Business and Economic Development in Central and
Eastern Europe: Implications for Economic Integration into Wider Europe, 2-3
September 1998, 489-493.
"General Responsiveness and Educational Accountability through Professional
Computing -Great PC," with Michael V. Laric. American Marketing Association
Computers in Marketing Conference. August 1991.
"Exploring the Role of Environmental Management in a Marketing Setting," with
Frank Franzak. Proceedings of the 1991 Marketing Educator's Conference,
August 1991.
"Cognitive Style as a Mediator of Advertising Perception" Proceedings of the
1987 American Academy of Advertising Annual Conference. March 1987.
"Consumer Behavior Analysis in the Post-Divestiture Telephone Industry" with
Lee Richardson. In Terence Shimp, et al. (Ed) Proceedings of the American
Marketing Association 1986 Summer Educator's Conference.
"Professional Sales Promotion: An Alternative to Professional Advertising?" with
Michael V. Lark. Proceedings of the American Academy of Advertising Annual
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Conference. March 1986.
"AT+T and Divestiture: The Absent Role of the Marketer" with Lee Richardson.
In Robert Lusch, et al.(Ed.) Proceedings of the American Marketing Association
1985 Summer Educator's Conference. August, 1985. Chicago: American
Marketing Association.
"Practice Building in Professional Services, A Sales Promotion Paradigm" with
Michael Lark. In Naresh Malhotra, (Ed.) Developments in Marketing Science,
Vol VIII. April, 1985.
"The Effects of Product Involvement on the Communication of Implied
Advertising Claims". In Nancy Stephens, (Ed.) Proceedings of the American
Academy of Advertising Annual Conference. Tempe, AZ. March 1985.
"Post-Divestiture Consumer Issues in Telephone: A Forecast Through Marketing
Analysis" with Lee Richardson. Proceedings of the 30th Annual Conference of
the American Council on Consumer Interests, April 30, 1984.
"Sales Promotion: A Neglected Opportunity for Advertising Educators" with
Michael Laric. In Glover, Donald R. (Ed). Proceedings of the 1984 Convention of
the American Academy of Advertising. Lincoln, Nebraska: Donald R. Glover,
School of Journalism, University of Nebraska-Lincoln, 1984.
"Foundations for an Exchange Theory of Marketing", with William G. Nickels,
1977, In Henry W. Nash and D. P. Robin Proceedings of the Southern Marketing
Association.
Other Published Articles
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"Is Anybody Out There Listening?" About face: the Journal of Face-to-Face
Marketing, Summer 2006, by Margit Weisgal and Dennis Pitta, pp 6-13.
"Engineering a Website to Entice and Enrich the Business Customer." Journal of
Business and Industrial Marketing, Volume 19, No 7, 2004.
"An Online Competitor is Restructuring the Banking Industry." Journal of
Services Marketing, Volume 18, No. 7. 2004.
"The New Product Development Body of Knowledge." Journal of Product and
Brand Management, Volume 13, No 7, 2004.
"Online Auction Sites Still Face the Challenge of Fraud." Journal of Consumer
Marketing, Volume 21, No. 7, 2004.
What Happens to a Website When the Corporation is in Shambles?" Journal of
Business and Industrial Marketing, Volume 19, No 6, 2004..
"Now a Giant in the Shipping Industry Courts Online Consumers." Journal of
Services Marketing, Volume 18, No. 6. 2004.
"Resources for Understanding Product Liability. "Journal of Product and Brand
Management, Volume 13, No 6, 2004.
"Online Auction Sites Develop Partnerships To Make It Easy On Customers And
Boost Auction Volume." Journal of Consumer Marketing, Volume 21, No. 6,
2004.
"What Does the Largest B2B Advertiser Have to Offer?" Journal of Business and
Industrial Marketing, Volume 19, No 5, 2004.
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"There are .com's, .edu's, and .gov's, Now There is a New Domain for
Professionals, .PRO " Journal of Services Marketing, Volume 18, No. 5. 2004.
"Sounding the Consumer Product Safety Alarm. "Journal of Product and Brand
Management, Volume 13, No 5, 2004.
"Technology Enhanced Customer Service Still has a Way to Go." Journal of
Consumer Marketing, Volume 21, No. 5, 2004.
"The Nature and Scope of B2B Commerce." Journal of Business and Industrial
Marketing, Volume 19, No 4, 2004.
"When an Online Presence is Good and Just Misses the Mark." Journal of
Services Marketing, Volume 18, No. 4. 2004.
"When Monopolies Have to Change with the Times." Journal of Consumer
Marketing, Volume 21, No. 4, 2004.
"Six Sigma Resources for Product Development. "Journal of Product and Brand
Management, Volume 13, No 4, 2004.
"Electronic Data Interchange: the Backbone of B2B Success." Journal of Business
and Industrial Marketing, Volume 19, No 3, 2004.
"Third Party Seal Programs: Now They are Targeting Identity Theft." Journal of
Services Marketing, Volume 18, No. 3. 2004
"Finally a Sentinel Against Online Fraud Aimed at Consumers." Journal of
Consumer Marketing, Volume 21, No. 3, 2004.
"Product Development Reaches for the Stars. "Journal of Product and Brand
Management, Volume 13, No 3, 2004.
"Swagelok Really Knows its Customers and How to Communicate Effectively."
Journal of Business and Industrial Marketing, Volume 19, No 2, 2004.
"Obesity, Industry and Public Policy: The Combatants are Already Fighting"
Journal of Consumer Marketing, Volume 21, No. 2, 2004.
"Part of Your Shipment of Goods Disappeared between Hong Kong and your
Company. What are You Going to Do?" Journal of Services Marketing, Volume
18, No. 2. 2004
"Exploiting the Product Life Cycle While Achieving One-to-One Marketing."
Journal of Product and Brand Management, Volume 13, No 2, 2004.
"Do Not Call has Created Numerous Responses from Telephone Marketers."
Journal of Consumer Marketing, Volume 21, No. 1, 2004.
"If You're In The Market For A Robot, Parker Hannifin Can Engineer One For
You." Journal of Business and Industrial Marketing, Volume 19, No 1, 2004.
"Third Party Seal Programs: Now They are Targeting Identity Theft. " Journal of
Services Marketing, Volume 18, No. 1. 2004
"Resources for Keeping Product Development at the Leading Edge." Journal of
Product and Brand Management, Volume 13, No 1, 2004.
"Finding Resources for Assessing the Voice of the Customer." Journal of Product
and Brand Management, Volume 12, No 7, 2003.
"Helping Health Care Service Providers Obey the Law." Journal of Services
Marketing, Volume 17, No. 7. 2003
"The Newest Consumer Protection Initiative will Pose Great Challenges for
Telemarketers." Journal of Consumer Marketing, Volume 20, No. 7, 2003.
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"A Decidedly Non-Uniform Approach to the Online Uniform Business." Journal
of Business and Industrial Marketing, Volume 18, No 7, 2003.
"A Clicks and Mortar Challenge to the Established Automobile Retail Channel."
Journal of Consumer Marketing, Volume 20, No. 6, 2003.
"One-to-One Product Development." Journal of Product and Brand Management,
Volume 12, No 6, 2003.
"A Suite of Research Tools for the Small to Medium Sized Business." Journal of
Services Marketing, Volume 17, No. 5. 2003
"From a Dormitory Room to the Internet." Journal of Business and Industrial
Marketing, Volume 18, No. 6, 2003.
"Enriching the e-Commerce Experience with New Interactive Strategies." Journal
of Consumer Marketing, Volume 20, No. 54, 2003.
"Price Competition in the Mortgage Market: Exploiting the Internet." Pricing
Strategy and Practice, Volume 12, No. 5, 2003.
"The Online B2B Site Against Which All Others are Measured – Cisco Systems."
Journal of Business and Industrial Marketing, Volume 18, No 5, 2003.
"Merchandising the WebSite: A Lesson From a Consumer Non-Durables Giant."
Journal of Consumer Marketing, Volume 20, No. 4, 2003.
"Where is that receipt I need? It's online." Journal of Services Marketing, Volume
17, No. 4. 2003
"When a Product Problem Occurs, How Can a Company Get the Word Out?"
Journal of Product and Brand Management, Volume 12, No 4, 2004.
"The Online B2B Site Against Which All Others are Measured – 3M." Journal of
Business and Industrial Marketing, Volume 18, No 4, 2003.
"Implementing the Value Chain and Managing the Efficiency of the Inventory
Process." Journal of Business and Industrial Marketing, Volume 18, No 3, 2003.
"Internet Fraud and the Consumer's Right to Protection." Journal of Consumer
Marketing, Volume 20, No. 3, 2002.
"Straining the Information Processing Ability of Humans: American Express."
Journal of Services Marketing, Volume 17, No. 3. 2002
"Copyrights in the Digital Age and Their Effect on Product Development."
Journal of Product and Brand Management, Volume 12, No 2, 2002.
"Continuing Evolution in B2B Online Marketing Exchanges." Journal of Business
and Industrial Marketing, Volume 18, No 2, 2002.
"Business Models and the Products They Spawn." Journal of Consumer
Marketing, Volume 20, No. 2, 2002.
"A Nonprofit's Affinity Marketing Aims at Building a Community Feeling."
Journal of Services Marketing, Volume 17, No. 2. 2002
"Brand Management and the Internet: Does it Depend on Search Engines?"
Journal of Product and Brand Management, Volume 12, No 1, 2002.
"Consumers Get an Online Voice." Journal of Consumer Marketing, Volume 20,
No. 1, 2002.
"Moving the Enterprise to the Internet." Journal of Business and Industrial
Marketing, Volume 18, No 1, 2002.
"The Ultimate Financial Service for Students: Sallie Mae." Journal of Services
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Marketing, Volume 17, No. 1. 2002
"Supply Chain Management and Promoted Goods." Journal of Business and
Industrial Marketing, Volume 17, No 7, 2002.
"Supply Chain Management and Commodity Industries." Journal of Business and
Industrial Marketing, Volume 17, No 6, 2002.
"Supply Chain Management and High Tech Manufacturing: Balancing
Cooperation and Control." Journal of Business and Industrial Marketing, Volume
17, No 5, 2001.
"Supply Chain Management: the Next Phase of B2B." Journal of Business and
Industrial Marketing, Volume 17, No 4, 2001.
"The Business Marketing Association: A Resource for Business to Business
Marketers." Journal of Business and Industrial Marketing, Volume 17, No 3,
2001.
"The Business Marketing Association: A Resource for Business-to-Business
Marketers. " Journal of Business and Industrial Marketing, Volume 17, No 2,
2001.
"A Collaborative Team Centered Approach to Product Management." Journal of
Product and Brand Management, Volume 11, No 1, 2001.
"Sears and Roebuck: A Household Name is now an Internet Presence," Journal of
Consumer Marketing, Volume 19, No. 1, 2001.
"Instant Messaging Has Been a Mainstay of Consumer Computing. Now It Has a
Place in Business." Journal of Business and Industrial Marketing, Volume 17, No
1, 2001.
"Finally a Site that Does it Right!" Journal of Product and Brand Management,
Volume 10, No 7, 2001.
"On the Way Past Maturity: Are B-2-B Exchanges Already in Decline, " Journal
of Business and Industrial Marketing, Volume 16, No 5, 2000.
"Finally, Census Data at Our Fingertips." Journal of Consumer Marketing,
Volume 18, No. 5, 2000.
"Finally a Practical Resource for Web Marketers: the ResultBuilder® WebSite
Clinic." Journal of Services Marketing, Volume 15, No. 5. 2000
"On the Way to Maturity: B-2-B Exchanges Hit the Shakeout Stage," Journal of
Business and Industrial Marketing, Volume 16, No 4, 2000.
"More Shakeouts in the Online Exchange Marketplace?" Journal of Business and
Industrial Marketing, Volume 16, No 3, 2000.
"The Ultimate Marriage of the Internet and Services: The Idea Market" Journal of
Services Marketing, Volume 15, No. 4. 2000
"Privacy and e-marketing: An emerging issue," Journal of Consumer Marketing,
Volume 18, No. 4, 2000.
"Online Credit Services: An Alternative for Creditless Users" Journal of Services
Marketing, Volume 15, No. 3. 2000
"Advice on Product and Brand Issues is Just a Mouse Click Away" Journal of
Product and Brand Management, Volume 10, No 4, 2000.
"Service Providers to dot.com's Face a Tough Shakeout" Journal of Services
Marketing, Volume 15, No. 2. 2000
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"Experience Breeds Sophistication: B-2-B Exchanges Are Adding Services to
Remain Viable." Journal of Business and Industrial Marketing, Volume 16, No 2,
2000.
"From Clicks to Bricks: One Online Bank Finds the Real World, "Journal of
Services Marketing, Volume 15, No. 1. 2000
"Barter on the Internet: A Neat Way to Exchange" Journal of Product and Brand
Management, Volume 10, No 3, 2000.
"Avoiding the annoyance of telemarketing: A lesson for Internet Marketers,"
Journal of Consumer Marketing, Volume 18, No. 3, 2000.
"The Ultimate in Customized Consumer Communication: DoDots!" Journal of
Consumer Marketing, Volume 18, No. 2, 2000.
"Solid New Product Development and e-marketing: Never the Twain Shall
Meet?"
Journal of Product and Brand Management, Volume 10, No 2, 2000.
"Many happy returns: UPS Unveils a New B-2-B Online Retums Solution,"
Journal of Business and Industrial Marketing, Volume 16, No 1, 2000.
"The Almost Complete Recipe for Creative Ideation: The Creativity Web" Journal
of Product and Brand Management, Volume 10, No 1, 2000.
"Consumer Personalization Refinements Promise Higher Sales and More
Satisfied Customers" Journal of Consumer Marketing, Volume 18, No. 1, 2000.
"New Product Development in a Box - Almost: the NPD Group," Journal of
Product and Brand Management, Volume 9, No 7, 2000.
"Old Economy Auto Retailers Fear Their Profits May Be Hijacked." Journal of
Consumer Marketing, Volume 17, No. 7, 2000.
"In Internet Services the Old Economy Retailers May Have the Advantage."
Journal of Services Marketing, Volume 14, No. 7. 2000
"In B-2-B Marketing It Isn't Just the Combinations that Work.." Journal of
Business and Industrial Marketing, Volume 15, No 7, 2000.
"Multi-channel data: How does an e-marketer integrate the sources to gain a 360degree customer view?" Journal of Services Marketing, Volume 14, No. 6. 2000.
"Brand Extension into the web: Bluelight.com, the Scion of K-Mart." Journal of
Product and Brand Management, Volume 9, No 6, 2000.
"Finally a Source of Real Consumer Information on the Web: BizRate.com."
Journal of Consumer Marketing, Volume 17, No. 6, 2000.
"FreeMarkets.com." Journal of Business and Industrial Marketing, Volume 15,
No 6, 2000. "Barnes and Noble.com" Journal of Services Marketing, Volume 14,
No. 5. 2000.
"Priceline.com: Another chance to play with Bayesian decision making." Pricing
Strategy and Practice. Volume 9, No. 5, 2000.
"Confinity's PayPal.com." Journal of Product and Brand Management Volume 9,
No 4, 2000.
"PM/2 - Practice Management 2 - Rel 2.911" The Maryland Psychologist, April
1996. "Therapist HELPER - for Windows," The Maryland Psychologist,
November 1995. "SHRINK: The Practice Manager", The Maryland Psychologist,
October 1995.
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"Deregulated AT+T Faces Big Changes in Competition" with Lee Richardson.
Baltimore Business Journal, October 6, 1984. (Excerpted from "AT+T and the
Consumer in the Post-Divestiture Environment" with Lee Richardson. The
University of Baltimore Business Review. Volume 4, Number 6, July 1984.)
"AT+T and the Consumer in the Post-Divestiture Environment" with Lee
Richardson. The University of Baltimore Business Review, Volume 4, Number 6,
July 1984.
Books and Other Publications
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Spreadsheet Exercises for Marketing, Text and diskette. Needham Heights, MA:
Allyn and Bacon, Inc. 1991.
Spreadsheet Applications far Marketing, Text and Diskette. NY: Macmillan
Publishers. 1991.
Computerized Cases Spreadsheets for Management, Text and diskette.
Englewood Cliffs, NJ: Prentice-Hall Publishers, 1990.
Computerized Cases Spreadsheets, Text and diskette. Englewood Cliffs, NJ:
Prentice-Hall Publishers, 1989.
Spreadsheet Applications for Business, Text and diskette. Needham Heights, MA:
Allyn and Bacon, Inc., 1989.
The Strategy Process Analyzer, John Voyer and Dennis Pitta, Text and diskette.
Englewood Cliffs, NJ: Prentice-Hall Publishers, 1988.
Student Manual for Strategy and Competition, Student Manual to accompany the
Strategy and Competition business simulation. Needham Heights, MA: Allyn and
Bacon, Inc., 1988. ISBN 0-205-11963-8.
Spreadsheet Applications for Human Resource Management, Text and diskette.
Englewood Cliffs, NJ: Prentice-Hall Publishers, 1988.
Twin Exercises for Personnel Management, Text and diskette. Englewood Cliffs,
NJ: Prentice-Hall Publishers, 1988.
Twin Exercises for Management, Text and diskette. Englewood Cliffs, NJ:
Prentice-Hall Publishers, 1988.
Spreadsheet exercises and Instructor's Manual for Management, Principles and
Practices, Englewood Cliffs, NJ: Prentice-Hall Publishers, 1987.
Study Guide for Marketing. Englewood Cliffs, NJ: Prentice- Hall Publishers,
1985. ISBN 0-13-556929-X
Working Papers
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"Relationship Management and the Need for Innovation." With Frank Franzak
and Van Wood.
"Relationship Marketing as a Basis for Sustainable Competitive Advantage," with
Frank Franzak.
Invited scholarly addresses
 "Practice Management Information Technology," Maryland Psychological
Association Professional Conference, March 9, 1996, Columbia, MD.
Membership
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Membership, American Marketing Association
Membership, American Academy of Advertising
Membership, Direct Marketing Association of Washington
Professional Appointments
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Internet Editor, Journal of Consumer Marketing
Software Editor, Article Reviewer, Journal of Consumer Marketing
Special Awards, Fellowships, and Other Honors
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J. William Middendorf Distinguished Professor 2005-2008.
MCB University Press Highly Commended Award for "Ethical Issues Across
Cultures: Managing the Differing Perspectives of China and the U.S.," Dennis A.
Pitta, Hung-Gay Fung, Stephen Isberg, Journal of Consumer Marketing, 1999,
Volume 16, No. 3, pp. 240-256.
Frank Baker Distinguished Teaching Professor, 1997-1998, 1998-1999, 19992000.
University of Baltimore Dean James Chair (Excellence in Teaching) Nominee
1982, 1983, 1984, 1997
Finalist 1985, 1986, 1989, 1990, 1991, 1992, 1993, 1994, 1995, 1996
First Place Award for Best Nontechnical article, American Optometric
Association for "Communication Strategies for the Optometric Professional,"
with Frank Franzak, New England Journal of Optometry. April/Spring 1989.
Volume XLI, Number 4, pp. 14-19.
University of Maryland (University College Division) Citation for Teaching
Excellence
Membership, Beta Gamma Sigma