Current Research Topics

Valuing and managing marketing assets (customers, brands)
 

Selected Publications

With F. Sultan and J.U. Farley, "A Meta-Analysis of Applications of Diffusion Models," Journal of Marketing Research, 27, 1990; with C. Mela and S. Gupta, "The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice," Journal of Marketing Research, 34, 1997; with K. Ailawadi and S. Neslin, "Market Response to a Major Policy Change in the Marketing Mix: Learning from Procter & Gamble’s Value Pricing Strategy," Journal of Marketing, 65, 2001; with K. Ailawadi and S. Neslin, "Revenue Premium as an Outcome Measure of Brand Equity," Journal of Marketing, 67, 2003; with S. Gupta and J.A. Stuart, "Valuing Customers," Journal of Marketing Research, 41, 2004

Working Papers

With P. Kopalle, "Optimal Quality, Advertised Quality, and Price Under Competition and Legal Restrictions"; with J. Goldenberg, D. Shidlovski, and M. Barak, "The Role of Technically Expert vs. Socially Connected Human Information Services in New Product Adoption"; with P.A. Keller, "Designing Effective Health Communications: A Meta-Analysis"

Awards

William F. O’Dell Award, 1995, 2002; AMA/Irwin/McGraw-Hill Distinguished Marketing Educator, 1999; Paul D. Converse Award, 2000

Professional Activities

Academic positions: Assistant and Associate Professor, 1969–78, Professor, 1978– 85, George E. Warren Professor of Business, 1985–present, Vice Dean, 1988, Columbia Business School; Executive Director, Marketing Science Institute, 1993– 95, 2001–03; President, Association for Consumer Research, 1995; Tuck School of Business, 1997–present

Nonacademic positions: President, Association for Consumer Research; Executive Director, Marketing Science Institute

Editorial positions: Editorial Board, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Marketing Science; Founding Editor, Marketing Letters; Co-editor, International Journal of Research in Marketing, 2007–09