Dr. Tharp completed her doctoral studies at The University of Texas at Austin in 1976 with specialization in marketing, international business and Latin American studies. Her teaching career began at Universidad de las Americas in Puebla, Mexico (1972-1973), followed by marketing courses at The University of Texas at San Antonio College of Business (1976-1987), advertising courses at The University of Texas at Austin College of Communication (1987-2002), and marketing communication courses at Emerson College where she served as inaugural chair of the Marketing Communication Department. More recently she taught marketing and international business classes at Schreiner University in Kerrville, Texas and is currently senior lecturer in the Department of Marketing at The University of Texas in San Antonio. In addition to these permanent teaching posts, she has taught summer and executive education courses in 21 countries in Latin America, Asia, North America and Europe.
Dr. Tharp is the author of articles and books in the fields of international and multicultural marketing and marketing communication. Her book Marketing and Consumer Identity in Multicultural America (Sage, 2001) is currently being revised. Her consulting work with global advertising agencies is reflected in “The Global Network Communication Agency,” published by the Journal of International Marketing (2001) and “Exploring the Missing Point-of-View in Advertising Management: The Experience and Perceptions of Local Managers in Global Advertising Agencies” published in the International Journal of Advertising (2002). Her research which is focused on the U.S. Hispanic market has been presented at international conferences and in refereed journals and books. She continues to do research and consulting in the areas of strategic planning, cultural and qualitative research and multicultural marketing management.
Dr. Tharp currently lives in Fredericksburg, Texas located in the Hill Country where there’s not much to do other than enjoy the wildflowers, fresh peaches, Texas wineries and long, lonesome Texas roads. She practices inter-species communication with a 25-year-old Moluccan cockatoo and a baby African Gray parrot.
Multicultural consumer markets in the United States
Global marketing and marketing communication issues
Hispanic consumers and marketing
Marketing in Latin America
“Exploring the Missing Point-of-View in International Advertising Management: The Experience and Perceptions of Local Managers in Global Advertising Agencies,” with Jaeseok Jeong and Huhn Choi, International Journal of Advertising, Vol. 21, 2002.
“The Global Network Communications Agency,” Journal of International Marketing, Vol. 9, No. 4, December 2001, pp. 111-131.
“Effects of Forced and non-Forced Banner Exposure on Advertising Responses in the WWW,” with Chang-Hoan Cho and Jung-Gyo Lee, Journal of Advertising Research, Vol. 41, No. 4, July-August 2001, pp. 45-56.
“Ethnic Marketing Communication: A Case of Two Cultures,” with Wei-Na Lee and Carrie La Ferle, in Paula Fitzgerald Bone, Karen Russo France and Joshua L. Wiener (eds.), Proceedings of the 2000 Marketing and Public Policy Conference. American Marketing Association, 2000.
One Market, Many Cultures. New York: M. E. Sharpe, Jr., 2010.
“Ethnic Influences on Communication Patterns: Word-of-Mouth, Traditional and Non-traditional Media Usage,” with Wei-Na Lee and Carrie La Ferle, in Wei-Na Lee, Jerome D. Williams and Curt Haugtvedt (eds.), Diversity in Advertising, Mahwah, New Jersey: Lawrence Erlbaum & Associates, 2003.
Marketing and Consumer Identity in Multicultural America. Thousand Oaks, CA: Sage Publications, 2001, 314 pages.