Leonard L. (Len) Berry (born 1942) is a distinguished professor of marketing at

Texas A&M University Texas A&M University (Texas A&M, A&M, or TAMU) is a public, land-grant, research university in College Station, Texas. It was founded in 1876 and became the flagship institution of the Texas A&M University System in 1948. As of late 2021, T ...

and a senior fellow at the Institute for Healthcare Improvement. Berry is a past president of the

American Marketing Association The American Marketing Association (AMA) is a professional association for marketing professionals with 30,000 members as of 2012. It has 76 professional chapters and 250 collegiate chapters across the United States. The AMA was formed in from th ...

. He has studied service delivery in healthcare at the Mayo Clinic and in cancer care settings. Berry is Texas A&M's most cited faculty member on Google Scholar, with over 200,000 citations.

Biography

Berry earned bachelor's and master's degrees at the

University of Denver The University of Denver (DU) is a private research university in Denver, Colorado. Founded in 1864, it is the oldest independent private university in the Rocky Mountain Region of the United States. It is classified among "R1: Doctoral Univ ...

and a Ph.D. at

Arizona State University Arizona State University (Arizona State or ASU) is a public research university in the Phoenix metropolitan area. Founded in 1885 by the 13th Arizona Territorial Legislature, ASU is one of the largest public universities by enrollment in t ...

. A longtime professor at Texas A&M University, Berry founded the school's Center for Retailing Studies in 1982 and directed it for 18 years. In 1983, Berry coined the term

relationship marketing Relationship marketing is a form of marketing developed from direct response marketing campaigns that emphasizes customer retention and satisfaction rather than sales transactions. It differentiates from other forms of marketing in that it ...

, which emphasizes the need for organizations to maintain (rather than simply acquire) customers. He is the University Distinguished Professor of Marketing and Regents Professor at

. He holds the M. B. Zale Chair in Retailing and Marketing Leadership in the

Mays Business School Mays Business School is the business school at Texas A&M University. The school educates more than 6,400 undergraduate, master’s and doctoral students in accounting, finance, management, management information systems, marketing and supply cha ...

at Texas A&M. He has studied healthcare service improvement in association with the Mayo Clinic and as a senior fellow at the Institute for Healthcare Improvement. Much of Berry's work has focused on service delivery in cancer care. Berry and his wife established the Berry-AMA Book Prize for the Best Book in Marketing for the American Marketing Association (AMA). He is a past recipient of the AMA/Irwin/McGraw-Hill Distinguished Marketing Educator award. He is on the board of directors for the Nemours Foundation. Berry has served on the board of directors of

Genesco Genesco Inc. is an American publicly owned specialty retailer of branded footwear and accessories and is a wholesaler of branded and licensed footwear based in Nashville, Tennessee. Through its various subsidiaries, Genesco operates more than 1,4 ...

since 1999. His son, Matthew Berry, is a former screenwriter and Senior

Fantasy Sports A fantasy sport (also known less commonly as rotisserie or roto) is a game, often played using the Internet, where participants assemble imaginary or virtual teams composed of proxies of real players of a professional sport. These teams compete bas ...

Analyst for

ESPN ESPN (originally an initialism for Entertainment and Sports Programming Network) is an American international basic cable sports channel owned by ESPN Inc., owned jointly by The Walt Disney Company (80%) and Hearst Communications (20%). The ...

Notable publications

*Berry L, Letchuman S, Ramani N, Barach P (2021).
The High Stakes of Outsourcing in Health Care
''

Mayo Clinic Proceedings ''Mayo Clinic Proceedings'' is a monthly peer-reviewed medical journal published by Elsevier and sponsored by the Mayo Clinic. It covers the field of general internal medicine. The journal was established in 1926 as the ''Proceedings of the Staff ...

. *Berry L, Awdish R (2021).
Health Care Organizations Should Be as Generous as Their Workers
''

Annals of Internal Medicine ''Annals of Internal Medicine'' is an academic medical journal published by the American College of Physicians (ACP). It is one of the most widely cited and influential specialty medical journals in the world. ''Annals'' publishes content relevan ...

. *Berry L, Danaher T, Aksoy L, Keiningham T (2020).
Service safety in the pandemic age
'' Journal of Service Research. *Berry L, Deming K, Danaher T (2018).
Improving Nonclinical and Clinical-Support Services: Lessons From Oncology
''

. *Berry L, Danaher T, Beckham D, Awdish R, Mate K (2017).
When Patients and Their Families Feel Like Hostages to Health Care
''

. *Berry L, Dalwadi S, Jacobson J (2017).
Supporting the Supporters: What Family Caregivers Need to Care for a Loved One with Cancer
'' Journal of Oncology Practice. *Berry L, Bendapudi N (2007).
Health Care: A Fertile Field for Service Research
'' Journal of Service Research.

References

External links

* {{DEFAULTSORT:Berry, Leonard L. Living people 1942 births Fellows of the American Marketing Association Marketing people American marketing people Texas A&M University faculty W. P. Carey School of Business alumni University of Denver alumni American corporate directors Genesco people