Sanford “Sandy” Grossbart, professor emeritus of marketing at the University of Nebraska–Lincoln, died in Lincoln, Nebraska on Friday, May 15. He was age 82.
Grossbart joined the College of Business in January 1972 and spent decades shaping the university through his teaching, scholarship and leadership. Specializing in consumer socialization, macromarketing and international consumerism, he served as chair of the Department of Marketing for more than 18 years. He was promoted to full professor in 1985 and named the W.W. Marshall Professor in 1987.
“Sandy was a dedicated scholar, leader and mentor whose influence continues through the many students, faculty and professionals he inspired,” said Kathy Farrell, James Jr. and Susan Stuart Endowed Dean of the College of Business. “He cared deeply about his students and helping them succeed. Many of his former students have gone on to become recognized leaders in marketing.”
Grossbart’s research focused on consumer communication networks, interactive communication technologies and consumer behavior. Recognized for his scholarship in macromarketing, he served as editor of the Journal of Macromarketing and helped guide emerging scholars in the field.
During his time at Nebraska, Grossbart also directed the agribusiness program, which was the first in the nation to offer the major through both the College of Business and College of Agricultural Sciences and Natural Resources. He also held several distinguished appointments, including the W.W. Marshall Professorship.
Beyond campus, Grossbart was a longtime champion of the American Marketing Association Lincoln Chapter and was recently inducted into the AMA Hall of Fame for his enduring commitment to the values and mission of AMA throughout his career. He served as president from 1988 to 1989 and was named Marketer of the Year in 1988 and 1994. Even after retirement, he remained closely connected to friends and colleagues through the organization and continued to express his appreciation for the professional community he helped build.
His professional honors included the Shelby D. Hunt Award for the most frequently cited article in the Journal of Macromarketing from 2005 to 2010 and the Erdogan Kumcu Best Paper Award at the International Conference on Marketing and Development in 2005. In 1990, he was a finalist for best article in the Journal of Advertising and for the National Public Service Advertising Award from the National Academy of Television Arts and Sciences.
Grossbart was also recognized for his dedication to students and teaching through numerous awards and nominations. He received the university Friends and Family Award and the college’s Outstanding Marketing Graduate Teaching Award.
Through his service to Rotary Club #14, he was honored as a Paul Harris Fellow in 1989 and named a Founders’ Group Leader in 1999. In 2000, the Preservation Association of Lincoln recognized his role in the then-College of Business Administration building addition with an award for Integration of an Addition to a Building in a Historic Preservation Area. Grossbart helped select the artwork displayed in the new addition.
Grossbart earned a bachelor’s degree in business administration in 1966, a Master of Business Administration in 1967 and a doctorate in 1972, all from the University of Florida.
