James M. Lattin
James M. Lattin
The Robert A. Magowan Professor of Marketing, Emeritus
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.
- PhD, Sloan School of Management, MIT, 1984
- AB, Dartmouth College, 1978
- 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
Executive Education & Other Non-Degree Programs
Stanford Case Studies
Service to the Profession
- Marketing Science
Marketing Advisory Board
- Stanford Federal Credit Union
- Design Within Reach
- Marketing Solutions Software, Inc.
- American Marketing Association