Marketing

The primary responsibility of marketing management is to create a mutually beneficial exchange between a company and its customers and to sustain that exchange in a competitive marketplace.

The goal of the marketing faculty is to conduct research that will offer insight into the challenges of marketing and to develop and teach courses that will bring this perspective to students who have come seeking a general management education.

Our faculty embraces research traditions grounded in psychology and behavioral decision-making, economics and industrial organization, statistics and management science. These traditions support our research inquiries into consumer behavior, firm behavior, and the development of methods for improving the allocation of marketing resources.

Our marketing curriculum is designed to demonstrate to students the implications of these insights for different areas of marketing practice, including branding, pricing, new product development, advertising and marketing communication, channels of distribution, and marketing research.

Recent Journal Articles in Marketing

S. Christian Wheeler, Christopher J. Bechler
Current Opinion in Psychology. June
2021, Vol. 39, Pages 6–11

This article reviews how objects can serve as indicators of one’s identity and signals of important life events. Objects carry both personal and social meaning, and ownership or usage increases...

Brett Gordon, Kinshuk Jerath, Zsolt Katona, Sridhar Narayanan, Jiwoong Shin, Kenneth Wilbur
Journal of Marketing. January
2021, Vol. 85, Issue 1, Pages 7–25

Digital advertising markets are growing and attracting increased scrutiny. This article explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad...

Journal Article|
Franklin Shaddy, Ayelet Fishbach, Itamar Simonson
Annual Review of Psychology. January
2021, Vol. 72, Pages 181–206

To explain trade-offs in choice, researchers have proposed myriad phenomena and decision rules, each paired with separate theories and idiosyncratic vocabularies. Yet most choice problems are ultimately resolved with one...

Andrea Weihrauch, Szu-chi Huang
Journal of Marketing (forthcoming).
2021

To fight obesity and educate consumers on how the human body functions, health education and marketing materials often highlight the importance of adopting a cognitive approach to food. One strategy...

Melanie S. Brucks, Szu-chi Huang
Journal of the Association for Consumer Research. July
2020, Vol. 5, Issue 3, Pages 291–301

Could repeatedly “exercising” the creativity muscle help build up creative performance over time? To answer this question, we conducted three longitudinal studies with a total of 830 participants, resulting in...

Faculty in Marketing

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Lecturers in Marketing

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