Faculty Directory

Scott A. Neslin

Albert Wesley Frey Professor of Marketing

E-Mailscott.a.neslin@tuck.dartmouth.edu

Phone603-646-2841

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 I. M. Dinner and H. J. van Heerde (2014), “Driving Online and Offline Sales: The Cross-channel Effects of Traditional, Online Display, and Paid Search Advertising,” Journal of Marketing Research, 50 (5), 527-545.
  • With K. L. Ailawadi, G. A. Taylor, and Y. J. Luan (2014), “Does Retailer CSR Enhance Behavioral Loyalty? A Case for Benefit Segmentation,” International Journal of Research in Marketing. 30 (2), 156-167.
  • With K. L. Ailawadi, K. Gedenk, T. Langer, and Y. Ma (2014), “Consumer Response to Uncertain Promotions: An Empirical Analysis of Conditional Rebates,” International Journal of Research in Marketing, 31 (1), 94-106.
  • With U. Konus and P. C. Verhoef (2014), “The Effect of Search Channel Elimination on Purchase Incidence, Order Size and Channel Choice,” International Journal of Research in Marketing, 31 (1), 49-64.
  • With G. A. Taylor, K. D. Grantham, and K. R. McNeil (2013), “Overcoming the ‘Recency Trap’ in Customer Relationship Management,” Journal of the Academy of Marketing Science, 41 (3), 320-337.
  • With J. Ni and B. Sun (2012), “Database Submission – The ISMS Durable Goods Data Sets,” Marketing Science, 31 (6), 1008-1013.
  • With F. Stahl, M. Heitmann, and D. R. Lehmann (2012), “The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin,” Journal of Marketing, 76 (4), 44-63. Winner: 2012 Robert D. Buzzell MSI Best Paper Award.
  • With P. K. Kopalle, Y. Sun, B. Sun, and V. Swaminathan (2012), “The Joint Impact of Frequency Reward and Customer Tier Components of Loyalty Programs,” Marketing Science, 31 (2), 216-235.
  • With S. Valentini and E. Montaguti (2011), “Decision Process Evolution in Customer Channel Choice,” Journal of Marketing, 75 (6), 72-86.
  • With T. P. Novak, K. R. Baker, and D. L. Hoffman (2009), “An Optimal Contact Model for Maximizing Online Panel Response Rates,” Management Science, 55 (5), 727-737.

Awards

  • Winner, 2013, Class of 2011 Award for Teaching Excellence, awarded by the Class of 2013, Tuck School of Business, Dartmouth College.
  • Winner, 2012 MSI/H. Paul Root Award, “The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin,” Journal of Marketing (with Florian Stahl, Mark Heitmann, and Donald R. Lehmann).
  • Consortium Faculty, INFORMS Society for Marketing Science Doctoral Consortium, Ozyegin University, June 2013.
  • Winner, 2012 Robert D. Buzzell MSI Best Paper Award, “The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin” (with Florian Stahl, Mark Heitmann, and Donald R. Lehmann).
  • Top Cited Article Award, 2007-2011, Journal of Interactive Marketing, “Key Issues in Multichannel Customer Management: Current Knowledge and Future Directions” (with Venkatesh Shankar).
  • Overall Best Conference Paper, 2012 AMA Winter Educators’ Conference, “The Impact of Retailers’ Corporate Social Responsibility on Price Fairness Perceptions and Loyalty,” (with Kusum L. Ailawadi, Y. Jackie Luan, and Gail A. Taylor).
  • Fellow, INFORMS Society for Marketing Science, 2011.
  • Finalist, 2011 O’Dell Award, “Defection Detection: Measuring and Understanding the Predictive Accuracy of Customer Churn Models,” (with Sunil Gupta, Wagner Kamakura, Junxiang Lu, and Charlotte H. Mason), Journal of Marketing Research.
  • Finalist, 2009 Paul Green Award, “Customer Channel Migration” (with Asim Ansari and Carl F. Mela), Journal of Marketing Research.
  • Consortium Faculty, INFORMS Society for Marketing Science Doctoral Consortium, University of Michigan, June 2009.
  • Tuck Overseers Medal, June 2008.
  • Consortium Faculty, INFORMS Society for Marketing Science Doctoral Consortium, University of British Columbia, June 2008.
  • Honorable Mention, 2007 William R. Davidson Award, Journal of Retailing, (with Gail A. Taylor).
  • Winner, 2006 John D. C. Little Award, “Predicting Competitive Response to P&G’s Value Pricing Move: Combining Normative and Empirical Analyses,” published in Marketing Science, (with Kusum Ailawadi and Praveen Kopalle).
  • Consortium Faculty, INFORMS Marketing Society Doctoral Consortium, University of Pittsburgh, June 2006.
  • Consortium Faculty, American Marketing Association Doctoral Consortium, University of Connecticut, August 2005.
  • Consortium Faculty, INFORMS Marketing Society Doctoral Consortium, Emory University, June 2005.
  • Winner, 2003 Harold F. Maynard Award, “Revenue Premium as an Outcome Measure of Brand Equity” (with Kusum Ailawadi and Don Lehmann), Journal of Marketing.
  • Finalist, 2003 O’Dell Award, “The Effect of Promotion on Consumption: Buying More and Consuming It Faster” (with Kusum Ailawadi), Journal of Marketing Research.
  • Co-Winner of Davidson Best Paper Award, Journal of Retailing, “The Role of Retail Promotion in Determining Future Brand Loyalty: It’s Effect on Purchase Event Feedback,”( with Karen Gedenk).
  • Consortium Faculty, American Marketing Association Doctoral Consortium, University of Southern California, August, 1999.
  • Consortium Faculty, American Marketing Association Doctoral Consortium University of Colorado, August, 1996.
  • Finalist, 1994 O’Dell Award, “An Alternative Explanation for Lower Repeat Rates Following Promotion Purchases” (with Robert Shoemaker), Journal of Marketing Research.
  • Outstanding Reviewer: Journal of Marketing Research, 1992-1993.
  • Consortium Faculty, American Marketing Association Doctoral Consortium, Michigan State University, August, 1992.
  • Consortium Faculty, American Marketing Association Doctoral Consortium, Duke University, August, 1985.
  • Best Innovative Experiential Paper, Association for Business, Simulation and Experiential Learning (ABSEL), 1982.

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

Service to profession

  • INFORMS Society for Marketing Science (ISMS) Past-President (2012–2013)
  • INFORMS Society for Marketing Science (ISMS) President (2010-2011)
  • INFORMS Society for Marketing Science (ISMS), President Elect (2008-2009)
  • INFORMS Society for Marketing Science (ISMS) Advisory Board (2006-2008)
  • Academic Trustee, Marketing Science Institute (MSI) (1998-2006)
  • Member, Advisory Council, Association for Consumer Research (ACR) (1997-1999)

Editorial boards

  • Marketing Science Area Editor, 1991-1994, 1997–Present
  • Journal of Marketing, 1999–Present
  • Journal of Marketing Research, 1991-Present
  • Marketing Letters 1989-Present
  • Journal of Interactive Marketing 2009-Present
  • Journal of the Academy of Marketing Science, 2010-present
  • Marketing Science, 1986-1991, 1995-1996
  • Management Science Assoc. Editor, Marketing, 1987-1991
  • Management Science Assoc. Editor, Public Sector Applications, 1987-1991
  • Journal of Retailing, 1985-1991
  • Journal of Health Care Marketing, 1983-1991

Ad Hoc Reviewer

  • International Journal of Research in Marketing
  • Journal of Consumer Research
  • Journal of Business
  • Sloan Management Review

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.