Richard S. Lytle, Ph.D., Dean and Professor of Marketing

Contact Information:

  • Office: MBB 140
  • Address: ACU Box 29303
  • Email:
  • Telephone: 325-674-2503

Academic Resume

Degrees, Licenses, & Certificates:

  • B.B.A., Harding University, 1980
  • M.B.A., Oklahoma State University, 1983
  • Ph.D., Arizona State University, 1994


Academic Positions Held:

  • Dean, College of Business Administration, Abilene Christian University, 1999-Present
  • Professor of Marketing, Abilene Christian University, 2007-Present
  • Associate Dean & Associate Professor of Marketing, College of Business Administration, Abilene Christian University, 1997-1999
  • Assistant Professor of Marketing, Department of Management Sciences, Abilene Christian University, 1991-1997
  • Assistant Professor of Marketing, ACU World Class, Engelberg, Switzerland, 1995


Other Positions:

  • Engineering Specifications Analyst, Volkswagen of America, Troy, MI
  • Senior Analyst, Tenneco Oil E & P, Denver, CO
  • Natural Gas Marketing Representative, Amoco Production, Denver, CO
  • Finance Supervisor, Electronic Data Systems, Warren, MI


Courses Taught:

  • Christian Business Leadership
  • Consumer Behavior
  • Marketing Management
  • Principles of Marketing
  • M.B.A. courses


Research Areas:

  • Customer Satisfaction
  • Decision Making
  • Marketing Performance
  • Service Leadership
  • Service Quality
  • Services Marketing
  • Strategic Marketing Management


Current Projects:

  • Lytle, Richard S. Distinctive Leadership: A Blueprint for Leadership in Troubled Times. Manuscript being delivered for publication, Spring 2005.
  • Lytle, Richard S. Service Leadership: Creating and Sustaining A Winning Service Climate. A trade book being developed for publication, Spring 2006


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