Last updated: January 1998

                    Ph.D. The University of Memphis, August, 1994
                    Major Concentration - Marketing
                    Minor Concentration - Communication

Dissertation: Building and Assessing Cultural Diversity Awareness in Salespeople: A Framework for Adaptive Selling,
                    completed July, 1994.

Chairman: Dr. Tom Ingram, Professor, Sales and Marketing Executives Chair in Sales               Excellence

                    M.A. Michigan State University, May, 1989
                    B.B.A. Texas A & M University, May, 1986


Assistant Professor, University of Mississippi (7/95-present):
Courses taught: Principles of Marketing, Principles of Advertising,
Advanced Advertising, Promotion Management, Buyer/Seller Comm.

Instructor, Christian Brothers University (8/94-5/95):
Courses taught: Principles of Management, Marketing Research, MBA Marketing Strategy.

Communications Consultant, University of Memphis (8/94-5/95):
Responsible for evaluating and developing marketing communications plans to increase student enrollment for the Fogelman College of Business and Economics. Recruited members of the business community for a Marketing Strategy Advisory Committee. Developed brochure publications for MBA and undergraduate programs.

Trainer/Lecturer for Cultural Awareness Seminars (8/93-5/95):
Solicited and conducted workshops for local business executives as a part of dissertation. Responsible for coordinating materials, instructing, and debriefing participants in a cross-cultural simulation exercise.

Project Director (6/94-5/95):
Conducted customer satisfaction assessment project for Blue Cross & Blue Shield of Memphis. Responsible for conducting qualitative focus groups and in-depth interviews with employees and customers for design of quantitative questionnaire. Collected and analyzed data, coordinated and presented a series of reports on results of the study.

Teaching Assistant, University of Memphis (8/90-5/94):
Courses taught: Marketing Research, Principles of Advertising.


Journal Articles

Wakefield, Kirk and Victoria Bush (1997), "Promoting Leisure Services: Economic and Emotional Aspects of Consumer Response," Journal of Services Marketing, forthcoming.

Bush, Victoria, O.C. Ferrell and James Thomas (1997), "Marketing the Business School: An Exploratory Investigation," Journal of Marketing Education, forthcoming, 1997.

Bush, Victoria, Sharon Harris, and Alan Bush (1997), "Establishing Ethical Boundaries for Service Providers: A Narrative Approach," Journal of Services Marketing, 11 (4, 5), p. 265-277.

Bush, Victoria, Dennis Pedrick and Kevin Westbrook (1996), "Measuring Perceived Quality Orientation in the Health Insurance Marketplace," Journal of Health Care Marketing.

Bush, Victoria and Tom Ingram (1996), "Adapting to Diverse Customers: A Training Matrix for International Marketers," Industrial Marketing Management, September.

Bush, Victoria, Alan J. Bush, and Gregory Boller (1994), "Social Criticisms Reflected in TV Commercial Parodies: The Influence of Popular Culture on Advertising," The Journal of Current Issues and Research in Advertising.

Bush, Alan J. and Victoria Bush (1994), "The Value of the Narrative Paradigm in Improving Ethical Evaluations of Advertising," Journal of Advertising, vol. 23, September, 31-42.

Bush, Alan J. and Victoria Davies-Bush (1989), "State Governments' Response to the AIDS Crisis: An Advertising Perspective," Journal of Public Policy and Marketing, vol. 3, 53-63.

Proceedings and Presentations

Blackwell, Steven A., Sheryl L. Syeinbach, Dewey D. Garner, James H. Barnes and Victoria D. Bush (1997), "Customer Loyalty: The Influence of Value, Situational and Personal Antecedents," Frontiers in Services Marketing Conference, Vanderbilt University, Nashville, October.

Bush, Victoria (1997), "Motivating Salespeople to Learn about Cultural Diversity: A Simulation Training Exercise," American Marketing Association Proceedings, Summer Educators Conference, August.

Thomas, James, Victoria Bush and Brian Reithel (1996), "Consumers Perceptions of Information Systems in the Service Environment: Toward a Conceptual Model," Southern Marketing Association Proceedings, November.

Harris, Sharon, Alan Bush and Victoria Bush (1995), "Utilization of the Narrative Paradigm in the Establishment of Ethical Boundaries for Service Providers," American Marketing Association's Frontiers in Services Conference, Vanderbilt University, October.

Pedrick, Dennis, Kevin Westbrook and Victoria Bush (1995), "Investigating the Appropriateness of Using End-User Customer Satisfaction Models in Business-to-Business Settings: An Empirical Investigation in the Health Insurance Industry," Marketing Intangibles: Business-to-Business Services and Service Business Conference, Atlanta, GA, October.

Bush, Victoria and O.C. Ferrell (1995), "Marketing the College of Business to Undergraduate Students," with O.C. Ferrell, Special Session, Southern Marketing Association Conference, November.

Bush, Victoria (1993), "The Disposition of Salespeople Toward Cultural Diversity in Buyer-Seller Relationships: A Communication Perspective," in Proceedings, Southern Marketing Association Conference, Atlanta.

Bush, Victoria and Emin Babakus (1992), "Explaining Consumer Complaint Behavior Via the Learned Helplessness Paradigm," with Emin Babakus in Proceedings, AMA Summer Educators' Conference, Chicago.

Textbook Contributions

"The Body Shop Earns Millions Doing What Comes Naturally," "You Sweet Talker, Betty Crocker," "Fletcher Challenge Canada Cleans Up Its Act," "Harley-Davidson Shifts Marketing Gears," in Ferrell, O.C. and Geoffrey Hirt(1993), Business: A Changing World, Homewood, IL: Austin Press, Division of Richard D. Irwin.

"The Energizer Bunny Marches On," "Bloomington Gold Corvette/USA," in Pride, William and O.C. Ferrell (1993), Marketing: Concepts and Strategies, Boston: Houghton Mifflin.

Revise and Resubmit

"The Role of Advertising in Services Marketing: Toward a Conceptual Framework and Research Agenda, with Alan Bush and James Barnes, submitted to the Journal of Current Issues and Research in Advertising, June, 1997.

"Advertising Practitioners' Perceptions of the Internet as a Marketing Communications Tool", with Alan Bush and Sharon Harris, Journal of Advertising Research, November, 1997.

Under Review

"Preparing Students for the International Marketplace: Practitioners' Perceptions of Tasks Needed to be Successful," with Alan Bush and Rachel Smith, submitted to the Journal of Teaching in International Business, October, 1997.

"Attitude Toward Advertising and Family Communication Patterns: A Cross National Study," with Greg Rose and Lynn Kahle, submitted to the Journal of Advertising, November, 1997.

"Motivating Salespeople to Learn about Cultural Diversity: A Simulation Training Exercise," with Tom Ingram, submitted to the Journal of Personal Selling and Sales Management, November 1997.

Works in Progress

"Learning Intercultural Communication Skills: A Framework for Adaptive Sellers," co-authored with Tom Ingram, targeted to Journal of Marketing.

"Ethics and Advertising on the Internet," co-authored with Sharon Harris and Alan Bush, targeted to the Journal of Advertising.

"Explaining Consumer Complaint Behavior : Toward a Framework of Learned Helplessness," co-authored with Emin Babakus and Greg Rose targeted to Journal of Consumer Affairs.


Outstanding Faculty Woman, Mortar Board of University of Mississippi, 1997.
Doctoral Colloquium, SWFAD Annual Conference, 1994.
Best Track Paper, SMA Annual Conference, 1993
Doctoral Dissertation Research Proposal Award, SMA, 1992.
Best Student Paper, AMA Summer Educators' Conference, 1992.
Second Place Award for Applied Research Article, Fogelman College of Business and Economics, The University of Memphis, 1990.

Session Chair (May, 1997): Ethics Track, Academy of Marketing Science.
Track Chair (August 1995-May 1996): Promotion Management, Academy of Mktg Science.
Session Chair (March 1996): Retailing Track, Southwestern Marketing Association.
Special Session Chair (November 1995): Southern Marketing Association.
Session Chair (November 1994): Global Marketing Track, Southern Marketing Association.
Track Chair (October 1993): Diversity: Managing for Strategic Advantage, First Annual Conference at The University of Memphis.

Ad Hoc Reviewer (1993-present):
Journal of Advertising
American Marketing Association
Academy of Marketing Science
Southern Marketing Association

Book Reviewer (1993):
The Sale, by Don Hutson (1992), Harrisburg, PA: Executive Books, for the Journal of Personal Selling and Sales Management.


Media Analyst, Lintas:Campbell-Ewald, Warren, MI (7/89-7/90):

Provided research support for various clients such as Chevrolet, AC Delco, IBM and Princess Cruises. Projects included analysis of competitive media expenditures, potential target markets and evaluation of various syndicated and primary research.

Jr. Account Executive, Mars Adv., Southfield, MI (9/88-1/89):

Internship position which required interaction with major clients. Responsible for follow-up on the production status of print advertisements from the creative process to proper media placement. Also provided public relations support.

Account Services Assistant, KB&D Advertising, Troy, MI (11/8-8/87):

Assisted Vice President, Manager of New Business and four Account Executives. Interacted with all levels of management. Coordinated client proposals and meetings, maintained agency and client files, and assisted in special projects.


American Marketing Association
Academy of Marketing Science
Southern Marketing Association

Back to Personal Homepage