Faculty Directory

Scott A. Neslin

Albert Wesley Frey Professor of Marketing



DegreePhD, Massachusetts Institute of Technology, 1978; BS, Cornell University, 1974

AREAS OF EXPERTISEManagement science, marketing statistics

Current Research Topics

  • Database marketing
  • Sales promotion
  • Measuring marketing effectiveness
  • Multichannel customer management
  • Optimal contact models
  • Loyalty programs

Selected Publications

  • With R.C. Blattberg and B. Kim, Database Marketing: Analyzing and Managing Customers, Springer International Series in Quantitative Marketing, 2008
  • With A. Ansari and C. Mela, "Customer Channel Migration," Journal of Marketing Research, 45(1), 2008
  • With K. Ailawadi, K. Gedenk, and C. Lutsky, "Decomposition of the Sales Impact of Promotion-Induced Stockpiling, Journal of Marketing Research, 44(3), 2007
  • With S. Gupta, W. Kamakura, J. Lu, and C.H. Mason, "Defection Detection: Measuring and Understanding the Predictive Accuracy of Customer Churn Models," Journal of Marketing Research, 43(2), 2006
  • With G. Taylor, "The Current and Future Sales Impact of a Frequency Reward Program," Journal of Retailing, 81(4), 2005
  • With K. Ailawadi and P. Kopalle, "Predicting Competitive Response to a Major Policy Change: Combining Game-Theoretic and Empirical Analyses," Marketing Science, 24(1), 2005
  • With S. Macé, "The Determinants of Pre- and Post-Promotion Dips in Sales of Frequently Purchased Goods," Journal of Marketing Research, 41(3), 2004
  • With K. Ailawadi and D. Lehmann, "Revenue Premium as an Outcome Measure of Brand Equity," Journal of Marketing, 67(4), 2003
  • With P. Kopalle, "The Economic Viability of Frequency Reward Programs in a Strategic Competitive Environment," Review of Marketing Science, 1, 2003; "Sales Promotion," in MSI Relevant Knowledge Series, Marketing Science Institute, 2002


  • Overseers' Medal, Tuck School, 2008
  • John D.C. Little Best Paper Award, INFORMS, 2005
  • Harold F. Maynard Award, Journal of Marketing, 2003

Professional Activities

Academic positions

  • Tuck School of Business, 1978–present
  • Visiting Scholar, Teradata Center for Customer Relationship Management at Duke University, Fuqua School of Business, 2002
  • Senior Visiting Research Scholar, School of Organization and Management, Yale University, 1989–90
  • Visiting Associate Professor, Massachusetts Institute of Technology, 1984

Board memberships

  • President-Elect, INFORMS Society for Marketing Science, 2008–present

Editorial positions

  • Editorial Board, Journal of Marketing, Journal of Marketing Research, Marketing Letters
  • Area Editor, Marketing Science

Research & Teaching

Professor Neslin teaches Marketing and Management Science courses. His expertise includes sales promotion, market response models, and database marketing. He has investigated such issues as the effect of promotion on consumer stockpiling, brand loyalty, and consumption, as well as the role of advertising in reinforcing brand loyalty. He has researched the application of predictive modeling for cross-selling and identifying customer churners, and examined the determinants of customer channel migration.