Larry G. Gresham

A Synthesis of Ethical Decision Models for Marketing

O. C. Ferrell, Larry G. Gresham, John Fraedrich, 1989 .

The communication effects of animation

Larry G. Gresham, Alan J. Bush, 1986 .

Texas Business Review, December 1992

Larry G. Gresham, Sylvia Simpson, 1992 .

Power, conflict, control, and the application of contingency theory in marketing channels

Larry G. Gresham, L. Gresham, G. H. Lucas, 1985 .

Attitude toward the Advertisement and Brand Attitudes: A Classical Conditioning Perspective

Larry G. Gresham, Terence A. Shimp, L. Gresham, 1985 .

A Contingency Framework for Understanding Ethical Decision Making in Marketing

O. C. Ferrell, Larry G. Gresham, O. Ferrell, 1985 .