Jim Lattin is the Robert A. Magowan Professor of Marketing, Emeritus, at Stanford Graduate School of Business. He was 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 taught 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.