CONTACT INFORMATION
Office:	208 Kalkin  FIND OFFICE
Phone:	656-4711
E-Mail:	atomas@bsad.uvm.edu
Office Hours:	T/TH 3:45-4:45 pm or by appointment

• BSAD 150 - Marketing Management
  Section C, 003 Kalkin 2:30-3:45 TR - ON-LINE SYLLABUS
  Section Z3, 003 Kalkin 2:30-3:45 TR - ON-LINE SYLLABUS
   
• BSAD 295 - Advanced Special Topics
  Retail Management
  Section B, 001 Kalkin 11:30-12:45 TR - ON-LINE SYLLABUS
  Retail Management
  Section Z2, 001 Kalkin 11:30-12:45 TR - ON-LINE SYLLABUS

Publication History

Journal Article, Academic Journal

• Bonifield, C. M.; Tomas, A. M. - "Intellectual Property Issues for Marketers in the Virtual World" (Refereed) - Journal of Brand Management - 2009 [View publication] [Show/Hide Abstract]
  Abstract: A rapidly growing number of marketers consider virtual worlds a compelling opportunity to reach and interact with current and potential consumers. These marketers face complex challenges, many of them brought about by the unique nature of an economy comprised of real dollars being used to acquire virtual products. We explore one challenge these marketers face: protection of their intellectual property in the virtual world. In the following sections, we describe relevant virtual world intellectual property issues, including discussion of copyright, trademark and personality rights protections, and potential abuses that exist in the context of these environments. We also describe two recent lawsuits regarding the protection of intellectual property in the virtual world. We conclude with several considerations for marketers and public policy makers as they negotiate this complicated area.
  
• Bonifield, C. M.; Bailey, A. A.; Tomas, A. M. - "Where Avatars Come From: Exploring Consumers' Motivations in Virtual Worlds" (Refereed) - Innovative Marketing - 2008 - v. 4, no. 4, pp. 6-13 [View publication] [Show/Hide Abstract]
  Abstract: As the popularity of virtual worlds continues to grow, millions of individuals around the world are engaging in virtual lives through avatars in virtual worlds like Second Life, Gaia Online, and Zwinktopia. These individuals' avatars engage in a broad range of activities from socializing to consumer behaviors, in many cases with real, rather than virtual, currency. These avatars, as virtual representations of self, clearly exist. What remain unclear are the motivations underlying consumers' desires to create avatars, and the choices they make in constructing their avatars and choosing the behaviors in which their avatars engage. Here we propose three factors as useful in furthering our understanding of these behaviors: possible selves, openness to experience, and social comparison theory. Better understanding of what motivates consumers' avatar construction will help marketers frame their advertising, promotions, and product offerings to better appeal to consumers who participate in virtual worlds. Specifically, we propose factors like openness to experience and social comparisons may be used to identify market segments that are most likely to respond to marketers' advertising and promotional programs to buy goods and services for their avatars, or to buy experiences, such as social or recreational activities for their avatars. In this conceptual paper, we describe the factors and create a series of propositions. We conclude with a discussion of the potential future research directions and the managerial implications of this research.
  
• Babin, L.; Shaffer, T.; Tomas, A. M. - "Teaching Portfolios: Development and Application" (Refereed) - Journal of Marketing Education - 2002 - v. 24, no. 1, pp. 35-42 [View publication] [Show/Hide Abstract]
  Abstract: There is a trend in higher education to take teaching more seriously. Concurrent with this trend is a shift in undergraduate education from an instructional paradigm where the emphasis is on delivering instruction and transferring knowledge to a learning paradigm where the emphasis is on designing, developing, and creating a powerful learning environment. With these trends comes the dilemma of how to evaluate and improve teaching effectiveness. This has contributed to the growing popularity of the teaching portfolio. This article explores the concept and usefulness of a teaching portfolio for marketing educators. By defining a teaching portfolio, describing its uses, and providing guidelines for developing a teaching portfolio, the authors hope to encourage the implementation of teaching portfolios by marketing educators.
  
• Fink, R.; Gillette, J.; Tomas, A. M.; Hill, D. - "Attracting, Enhancing and Retaining Client Relationships Using the Web" (Refereed) - National Public Accountant - 2001 - v. 46, no. 4, pp. 14-17
• Tomas, A. M.; Inks, S. - "Technology and the Sales Force: Increasing Acceptance of Sales Force Automation" (Refereed) - Industrial Marketing Management - 2001 - v. 30, no. 5, pp. 466-472 [View publication] [Show/Hide Abstract]
  Abstract: Sales force automation systems are fast becoming a marketplace reality. Implementation of these systems represents a significant change for many organizations, often presenting difficult challenges for managers. This paper proposes several factors relating to sales force acceptance of automation. These factors are examined as potential characteristics in a successful implementation program. Results of the study are used in providing a series of recommendations for managerial use in enhancing the potential for success of automation implementation programs.
  
• Hill, D.; Fink, R.; Tomas, A. M. - "Plant Tours as a Customer Contact Tool: An Integrated Marketing Communications Framework" (Refereed) - Journal of Marketing Management - 1998 - v. 8, no. 2, pp. 41-48
• Tomas, A. M.; Lucas Jr., G. H. - "Retail Cycle Time: A Customer Transaction Perspective" (Refereed) - Cycle Time Research - 1997 - v. 3, no. 1, pp. 79-89 [View publication] [Show/Hide Abstract]
  Abstract: In the competitive retailing environment of the 1990s,success often depends on a firm's ability to find a unique way of appealing to a carefully selected group of target customers (those most likely, willing, and able to buy the firm's offering) in order to gain their patronage, and ideally, their loyalty. The best way to achieve a ompetitive advantage is to develop a unique merchandise and/or customer service offering. This study examines the application of cycle time principles to the retail transaction as a means of developing a unique customer appeal.
  
• Tomas, A. M.; Attaway, J. - "Examining the Impact of Gambling on Local Retail Expenditures" (Refereed) - Journal of Shopping Center Research - 1996 - v. 4, no. 2, pp. 7-25 [Show/Hide Abstract]
  Abstract: Article based on research program funded with a $10,000 award from the International Council of Shopping Centers Educational Foundation
  

Conference Proceeding

• Baer, R.; Tomas, A. M.; Hill, D. J. - "Excuses: Use'm If You Got'em" (Refereed) - Advances in Consumer Research - 2000 - v. 27, pp. 87-91 [View publication] [Show/Hide Abstract]
  Abstract: Using a complaint management framework, consumer reactions to five types of excuses were examined. Using a between subjects design, six different scenarios were presented to subjects (five types of excuses and one control group). Subjects were students asked for their reactions to an academic advising mistake in which an excuse was offered. Two of the excuse types were valence excuses (diminishing the perceived negative consequence of the act) and three were linkage excuses (diminishing the individual's perceived causal role in producing the event). The results showed that offering linkage excuses (compared to offering no excuse) help minimize the perception of blame assigned to the advisor while valence excuses (compared to offering no excuse) help minimize perceptions of harm the student suffered. One excuse condition (explanation) was not supported in that perceptions of blame were not alleviated. The implications for complaint management were discussed.
  
• Phillips, M. R.; Horton , V.; Tomas, A. M. - "Has the Marketing Value of the Internet Commercialized Cyber-Cheating? Research, Term Papers and References Reinvented" (Refereed) - Advances in Marketing: Theory, Practice, and Education - 1999 - pp. 135-136 [Show/Hide Abstract]
  Abstract: (published summary brief)
  
• Fink, R. L.; Tomas, A. M.; Hill , D. J. - "Interactive Plant Tour: Bring the Factory to Your Classroom" (Refereed) - Proceedings of the Southwest Decision Sciences Institute - 1998
• Inks, S. A.; Tomas, A. M. - "Perceptions of Equity in the Acceptance of Sales Force Automation" - National Conference in Sales and Sales Management - 1998 - pp. 12-14 [Show/Hide Abstract]
  Abstract: (published abstract).
  
• Tomas, A. M.; Attaway, J. S. - "Expanding the Retail Marketplace: Toward an Understanding of the Internet Shopper" (Refereed) - Developments in Marketing Science - 1997 - v. 20, pp. 290-294
• Inks, S. A.; Tomas, A. M. - "The Proper Domain of Marketing: Teaching What We Practice" (Refereed) - Advances in Marketing - 1996 - pp. 196-205
• Hult, G. T.; Tomas, A. M. - "Total Learning in Marketing Education" (Refereed) - Developments in Marketing Science - 1996 - v. 19, pp. 138-143
• Inks, S. A.; Tomas, A. M. - "Implications of TQM for the Industrial Salesforce: Using Control Charts for Continuous Process Improvement" (Refereed) - Marketing: Foundations for a Changing World - 1995 - pp. 141-145 [View publication] [Show/Hide Abstract]
  Abstract: Sales and marketing research has documented a change in the nature of selling over the course of the last decade. Specifically, industrial sales is moving away from transactional based selling in favor of relational selling. Relational selling is particularly important to organizations wishing to implement Total Quality Management (TQM). The sales process is the primary means by which organizations initiate and develop relationships with their customers. However, a paucity of literature is available on the implementation of TQM at the industrial salesperson level. By using process control charts, a tool of TQM, sales managers and salespeople can monitor the sales process and gain greater insight into how to improve performance. This will facilitate continuous improvement of the sales process, a central tenet of TQM.
  
• Tomas, A. M.; Lucas Jr, G. H.; Hult, G. M. - "Salesperson Customer Service Orientation: An Organizational Socialization and Commitment Perspective" (Refereed) - Marketing: Advances in Theory and Thought - 1994 - pp. 427-430
• Tomas, A. M. - "Toward Theory Development in Retailing: A Comment on Theories of Institutional Evolution" (Refereed) - Advances in Marketing - 1994 - pp. 148-153
• Tomas, A. M.; Hult, G. M.; Bashaw, R. E.; Keillor , B. D. - "Facilitating Met Expectations: Distinguishing Characteristics of Future Sales Personnel" (Refereed) - Marketing: Satisfying a Diverse Customerplace - 1993 - pp. 356-359
• Bush, R. P.; Tomas, A. M.; Lucas Jr., G. H. - "Image Formation and Patronage in Television Home Shopping: The $5 Billion Question" (Refereed) - Symposium on Patronage Behavior and Retail Strategy: On the Cutting Edge III - 1993 - pp. 261-271
• Tomas, A. M.; Keillor , B. D. - "Toward Theory Development in Marketing Strategy: Current Status and Future Direction" (Refereed) - Marketing: Satisfying a Diverse Customerplace - 1993 - pp. 307-308
• Tomas, A. M. - "Exploring Customer Satisfaction with Television Home Shopping: An Importance-Performance Analysis" (Refereed) - Marketing: Perspectives for the 1990's - 1992 - pp. 220-223
• Tomas, A. M. - "The Evolving Self in Consumer Behavior: Exploring Possible Selves" (Refereed) - Advances in Consumer Research - 1992 - v. 20, pp. 634-637

Written Case with Instructional Material

• Tomas, A. M. - "Comprehensive cases " - appearing in Lucas, George H., Jr., Robert P. Bush, Sr. and Larry G. Gresham Retailing, 1t/d, Houghton Mifflin Company - 1994 - pp. 416-419, 594-597 [Show/Hide Abstract]
  Abstract: - "Nordstrom, Inc.: Managing through Turmoil," 416-419. - "Straining the Ties that Bind: Procter & Gamble's Retailer Relationships," 594-597, with Dennis L. Pedrick.
  
• Tomas, A. M. - "Comprehensive cases " - appearing in Ferrell, O.C., George H. Lucas, Jr. and David Luck, Strategic Marketing Management: Text and Cases, Southwestern Publishing Company - 1994 - pp. 283-290, 297-300, 221-229, 356-360, 325-329, 381-384, 330-332, 348-350 [Show/Hide Abstract]
  Abstract: - "Seessel's," 283-290. - "The Nordstrom Story," 283-290. - "Dakota, Incorporated," 221-229, with Phil Fisher and Diane Hoadley. - "IBM," 356-360, with O.C. Ferrell and Gwyneth M. Vaughn. - "Microsoft Corporation and Ashisuto K.K.," 325-329, with David J. Luck. - "Nissan Motor Company," 381-384, with David J. Luck and Debbie M. Thorne. - "Thermo Electron Corporation," 330-332, with David J. Luck. - "Wm. Wrigley, Jr. Corporation," 348-350, with David J. Luck.
  

Instructor's Manual

• Tomas, A. M. - "Instructor's Manual to Accompany Retailing Management by Levy and Weitz" - to accompany Retailing Management 7t/d by Michael Levy and Barton Weitz - 2009 - pp. 700+
• Tomas, A. M. - "Instructor's Manual to Accompany Retailing Management by Levy and Weitz" - to accompany Retailing Management 6t/d by Michael Levy and Barton Weitz - 2007 - pp. 700+
• Tomas, A. M. - "Instructor's Manual " - to accompany Retailing, 1t/d by George H. Lucas, Jr., Robert P. Bush, and Larry G. Gresham - 1994
• Tomas, A. M. - "Instructor's Manual " - to accompany Retailing, 4t/d by Dale M. Lewison, 1991, (co-authored with Dale Lewison and Michael Tomas). - 1991

Study Guide

• Tomas, A. M. - "Self-Study Guide " - to accompany Business: A Changing World, 2d/d by O.C. Ferrell and Geoffrey Hirt - 1996

Other

• Tomas, A. M. - "Test Bank" - to accompany Business: A Changing World, 2d/d - 1996