James M. Lattin

Professor, Marketing
+1 (650) 723-2079

James M. Lattin

The Robert A. Magowan Professor of Marketing

Academic Area:

Research Statement

Jim Lattin’s research examines consumer choice behavior. His early research involved building statistical models of brand choice, category purchase incidence, store choice, and market basket behavior, using grocery panel data collected using bar code scanners. More recently, Jim’s focus has expanded to consider customer relationship management and loyalty/reward programs, go-to-market strategies, and salesforce productivity.


Jim Lattin is the Robert A. Magowan Professor of Marketing at Stanford Graduate School of Business.  He is the curriculum director of the Stanford Seed Program and former faculty director of the Stanford Ignite–Bangalore program on innovation and entrepreneurship.  Jim holds an AB from Dartmouth College and a PhD in Management Science from MIT Sloan.  At Stanford GSB, he teaches MBA elective courses on customer acquisition, building and managing sales organizations, and the fundamentals of effective selling.  Jim has also taught extensively in the GSB’s Executive Education programs. Jim’s research interests include choice behavior, frequency/reward programs, optimizing customer acquisition, and increasing sales productivity.  Jim’s research has won awards from the American Marketing Association, the Journal of Retailing, and the William O’Dell Award from the Journal of Marketing Research.  In 2015, he was named a winner of the Long-Term Impact Award given by the INFORMS Society for Marketing Science.

Jim lives in Menlo Park with his wife, Marilyn, who convinced him almost 40 years ago that California might not be a bad place to live. He has a son, Alex, and a daughter, Lindsay.


Academic Degrees

  • PhD, Sloan School of Management, MIT, 1984
  • AB, Dartmouth College, 1978

Academic Appointments

  • At Stanford University since 1983

Awards and Honors

  • Winnick Family faculty Fellow for 2015–2016
  • Frank M. Bass Award, 1999
  • Finalist, John D. C. Little Best Paper Award, 1998
  • William F. O'Dell Award for best paper in the Journal of Marketing Research, 1996
  • Best Paper Award, Journal of Retailing, 1992
  • Dissertation Award, American Marketing Association, 1992


Journal Articles

Working Papers

Stanford Case Studies

Service to the Profession

Editorial Board

  • Marketing Science

Marketing Advisory Board

  • Stanford Federal Credit Union
  • Design Within Reach
  • Marketing Solutions Software, Inc.
  • Bonustree.com


  • American Marketing Association

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