Ralph Jackson - Faculty & Adjuncts

Ralph Jackson, PhD

Ralph Jackson, PhD
Professor Emeritus of Marketing and Business Administration
College of Business
Management, Marketing, and International Business
918-631-2407 Helmerich Hall Room 215F


PhD – Texas A&M University MA – Texas Christian University BA – Houston Baptist University


Ralph Jackson became a member of the faculty at The University of Tulsa upon completion of his doctoral program in 1985.  During his time at TU, he has served for about 20 years as Department Chair and is now serving as Associate Dean in the Collins College of Business. While he has published journal articles and textbooks in various areas, his research of late is focusing on Ethics and Social Responsibility in business as well as in non-profit marketing.

Research Interests

Social Responsibility in Business
Volunteer and Donor Behavior
Sales/Sales Management
Buyer Behavior

Teaching Interests

Principles of Marketing
Business Ethics
Social Responsibility in Business
Marketing Channels
B2B Marketing
Marketing Strategy
Marketing Research


Journal Articles

  • Jackson , R., G. JACKSON, and C. STRAINS. Venezuelan and Mexican Personality Differences: Economic and Marketing Implications. Vol. 7, Journal of Marketing Development and Competitiveness, 2013, pp. 95-101.
  • Jackson, Ralph, GARY JACKSON, and Clyde Newmiller. “Consumer Demographics and Consumer Reaction to Product Tampering .” Psychology and Marketing 9 (1992): 43–53. Print.

  • Jackson , R., S. MCDANIEL, and C. RAO. Inflation-Induced Adaptive Behavior. Vol. 3, Psychology and Marketing, 1986, pp. 113-22.
  • Jackson , R. Social Responsibility and Competitiveness: Is There Really a Paradox?,”. Vol. 5, Journal of Global Competitiveness, pp. 157-62.
  • Jackson , R., L. Neidell, and D. Lunsford. An Empirical Investigation of the Differences in Goods and Services As Perceived by Organizational Buyers. Vol. 24, Industrial Marketing Management, pp. 99-108.
  • Jackson , R. How Multi-Dimensional Is the Purchasing Job. Vol. 26, Journal of Purchasing and Materials Management.
  • Jackson , R., and J. WOLFE. An Investigation of the Needs for Algorithmic Validity. Vol. 3, SIMULATION & GAMES, pp. 272-91.
  • Jackson , R., and P. COOPER. Applying A Services Marketing Orientation to the Industrial Sector. Journal of Industrial and Business Marketing, pp. 51-54.
  • Jackson , R., and P. COOPER. Unique Aspects of Industrial Services Marketing. Vol. 17, Industrial Marketing Management, pp. 111-8.
  • Jackson , R., G. JACKSON, and C. NEWMILLER. A Longitudinal Examination of Shopper Attitudes Toward Scanners. Vol. 2, International Journal of Retailing, pp. 49-58.
  • Jackson , R., G. JACKSON, and E. ENSLEY. The Marketing Concept: Viability or Liability. Vol. 6, Business Insights, pp. 11-13.
  • Jackson , R., and W. PRIDE. The Use of Approved Vendor Lists. Vol. 15, Industrial Marketing Management, pp. 165-9.
  • Jackson , R., and A. PARASURAMAN. The Yellow Pages As an Advertising Tool for Small Businesses. Vol. 12, American Journal of Small Business, pp. 110-4.
  • Jackson , R., S. McDaniel, and C. RAO. Food Shopping and Preparation: Psycho Graphic Differences of Working Wives and Housewives. Vol. 12, Journal of Consumer Research, pp. 110-4.

Conference Proceedings

  • Jackson, Ralph, and Gail Zank. “Factors Impacting Environmentally-Related Consumer Behavior.” Society for Marketing Advances – 2001 Proceedings, 2001. Print.

  • Wood, Charles , Bruce Alford, and Ralph Jackson. “Going, Going, Gone! An Examination of the Applicability of Traditional Pricing Theory to the ‘Open Marketplace’ of Online Auctions.” Society for Marketing Advances – 2001 Proceedings, 2001. Print.

  • Jackson, Ralph, JAMES CAGLEY, and DALE LUNSFORD. “Blending Sales Forces as an Element in Successful Mergers .” Southwestern Marketing Association Proceedings – 1994, 1994. 154–160. Print.

  • Jackson, Ralph, and STEVE CASHON. “The Inherent Ethical Conflicts in the Corporate Setting.” American Marketing Association, Proceedings of the 1993 Winter Educator’s Conference , 1993. Print.

  • Jackson , R., and B. CORNWELL. The Effect of Career Stage on Organizational Buyer Behavior. Proceedings of the 1991 Southwest Marketing Association, 1991.
  • Jackson , R., G. JACKSON, and C. NEWMILLER. Product Tampering: Some Consumer Concerns and Attitudes. Proceedings of the 1989 Southwest Marketing Association, 1989.
  • Jackson , R. “A Review of Purchasing Procedures in Differing Sizes and Types of Organizations”. Proceedings of the 1988 Southwest Marketing Association Annual Meeting., 1988.
  • Jackson , R. Exchange in the Context of Social Evolution. Proceedings of the 1988 Southwest Marketing Association annual meeting., 1988.
  • Jackson , R. Selling As A Career: A View From the Classroom. Southwest Marketing Association – Proceedings -, 1987.
  • Jackson , R., P. COOPER, and T. DAER. Foundations of Industrial Services Marketing. Proceedings of the 1986 Southern Marketing Association annual meeting, 1986.
  • Jackson , R., G. LUCAS, and J. MILLER. Recent Issues in Yellow-Page Advertising. Proceedings of the 1986 Decision Sciences Institute national meeting, 1986.
  • Jackson , R., G. JACKSON, and C. NEWMILLER. Strategic Market Planning in Small Business. Proceedings of the 1986 Southwest Marketing Association annual meeting, 1986.
  • Jackson , R. Vendor Selection Criteria: Which Are the Most Important?. Southwest Marketing Association meetings, 1986.
  • Jackson , R. Exploring the Probabilistic Incentive in Mail Research. American Marketing Associations – Proceedings – 1986, 1986.
  • Jackson , R., and J. SAGER. An Inventory of Shopper Typologies: Research Directions and Strategic Implications. Southwest Marketing Association meetings, 1983.

Book Chapters

  • Jackson , R. “The Effect of Approved Vendors Lists on Industrial Marketing”. Yes, Vol. 3, Advances in Business Marketing/JAI Press, Inc., 1988, pp. 79-94.

Working Papers

  • Jackson , R. “Decsion-Making Approach and Its Effect on Ethics in an Organization”. The Dissolution of Ethical Decision-Making in an Organization.


  • Senese , J., R. Jackson, and A. Rasher. Qualitative Case Study of Arrow Trucking — Draft.


  • Jackson , R., and J. Zboja. Factors Impacting Charitable Contributions and Volunteerism.

Professional Affiliations


Awards & Honors

  • Mayo Teaching Excellence Award
  • The University of Tulsa Medicine Wheel Award
  • Outstanding Teacher Award
  • University of Tulsa Outstanding Teaching Award