Barton (Bart) Alan Weitz, former associate director in marketing at the Wharton School, died June 30 from Parkinson’s disease. He was 76.

Mr. Weitz was born in Cleveland, Ohio. He earned his BS in electrical engineering from MIT and an MBA and PhD from Stanford.

After a stint in sales and marketing in the technology sector, he moved into academia. He joined UCLA’s Graduate School of Management and then joined Penn in 1982 as an associate director in marketing. As an associate professor, he earned tenure but left Penn in 1985 for a chaired position at University of Florida, where he served as the executive director of the David F. Miller Center for Retailing Education and Research in the UF Warrington College of Business Administration. He chaired more than 20 doctoral dissertations in his career.

Outside the realm of higher education, he served as chair of the American Marketing Association and editor of the Journal of Marketing Research. In 1998, he was named the AMA/Irwin Distinguished Marketing Educator. In 2015, he became one of the inaugural fellows of the AMA.

He is survived by his wife, Shirley Weitz; sister, Laurie Waters; and nephew, Allan Waters.