Thomas Barry

Professor Emeritus

PhD, Marketing, North Texas State University


  • Bio

    Thomas E. Barry is a professor of marketing in the Southern Methodist University (SMU) Edwin L. Cox School of Business.  He has served on over 100 committees while at SMU and works closely with President R. Gerald Turner on strategic planning, master planning, and other University matters.  He has worked and consulted for a wide variety of small and large organizations, including the Department of Defense, Hertz, Neiman Marcus, Yamaha, AT&T, Dr. Pepper, Taco Bell, and several nonprofit organizations.

    Dr. Barry is the author of three books and approximately 80 articles, monographs, and book reviews on marketing and advertising.  He has been one of the most frequent contributors to the three leading advertising journals:  Journal of Advertising, Journal of Advertising Research, and Journal of Current Issues and Research in Advertising.

    Dr. Barry serves on the editorial review boards of the Journal of Advertising and Journal of Current Issues and Research in Advertising.  He received the Cox School's Research Excellence Award for his research in children's television advertising, and also received The American Academy of Advertising's 1995 award for "Outstanding Contributions to Advertising Research."  He won the Sheth Award in 2005 for the Best Article of 2005 in the Journal of the Academy of Marketing Science.

    Dr. Barry serves on the board of directors of Valhi, and is a trustee for the SW Graduate School of Banking Foundation.  He is a member of several professional and honorary societies, including the American Marketing Association, Beta Gamma Sigma, Alpha Kappa Psi, and Golden Key National Honor Society.

    Dr. Barry was the associate dean and chair of marketing in the Cox School and has taught courses in basic marketing, marketing policy, sales management, marketing research, and advertising management since 1970.  He received his PhD in marketing from North Texas State University (now the University of North Texas) and received his bachelor's and master's degrees in marketing from Southern Illinois University, Carbondale.  He has been the recipient of the SMU Outstanding Professor Award three times and has received the Nicolas Salgo Distinguished Teaching Award in the Cox School.

  • Teaching

    Marketing Management
    Integrated Marketing Communications
  • Research


  • Select Publications

    Barry, Thomas E. and Eugene T. Byrne (2007). Journey Toward Prominence: The Edwin L. Cox School of Business at SMU, 1920-2005. Dallas: Edwin L. Cox School of Business.

    Gunst, Richard F. and Thomas E. Barry (2003). "One Way to Moderate Ceiling Effects," Quality Progress, (October), 84-86.

    Barry, Thomas E. (2003). "Comparative Advertising," in The Advertising Age Encyclopedia of Advertising, Volume I, A-E. New York: Fitzroy Dearborn Publishers.

    Barry, Thomas E. (1986). Marketing: An Integrated Approach. Chicago: The Dryden Press.