James M. Lattin

Professor Emeritus, Marketing
+1 (650) 723-2079

James M. Lattin

The Robert A. Magowan Professor of Marketing, Emeritus

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.

Bio

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.

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

Publications

Journal Articles

Oded Netzer, James M. Lattin, V. “Seenu” Srinivasan
Marketing Science
2008 Vol. 27 Issue 2 Pages 185-204
Randolph E. Bucklin, James M. Lattin, Asim Ansari, Sunil Gupta, David Bell, Eloise Coupey, John D. C. Little, Carl Mela, Alan Montgomery, Joel Steckel
Marketing Letters
August 2002 Vol. 13 Issue 3 Pages 245-258
David R. Bell, James M. Lattin
Marketing Science
2000 Vol. 19 Issue 2 Pages 185-200
David R. Bell, James M. Lattin
Marketing Science
1998 Vol. 17 Issue 1 Pages 66-88
Christina L. Brown, James M. Lattin
Management Science
1994 Vol. 40 Issue 10 Pages 1361-1369
Randolph E. Bucklin, James M. Lattin
Marketing Science
1991 Vol. 10 Issue 1 Pages 24-39
James M. Lattin
Journal of Marketing Research
1991
James M. Lattin, Randolf E. Bucklin
Journal of Marketing Research
1, 1989

Working Papers

Pedro M. Gardete, James M. Lattin March 2018
Oded Netzer, James M. Lattin, V. “Seenu” Srinivasan 2007
James M. Lattin, David Bruce Montgomery, Gwendolyn Ortmeyer 1990
James M. Lattin, Randolph Bucklin 1988
James M. Lattin, Gwendolyn Ortmeyer, David Bruce Montgomery 1987

Stanford Case Studies

James Lattin, Martin Giese, Jeffrey Conn
2023
James Lattin, Kirk Bowman, Erika Feldhausen
2020
Kirk Bowman, James Lattin, Matt Saucedo
2017
James Lattin, Matt Saucedo
2017
James Lattin, Kirk Bowman, Maryanna Quigless
2014
Jim Lattin, Kirk Bowman, Justin Kiessig
2014
E471
Jim Lattin, Peter Levine, Justin Randolph
2013
Arar Han, James Lattin, Mark Leslie
2011
E359
Kirk Bowman, James Lattin, Claire Magat
2010
James Lattin, Mark Leslie, Brett Lang
2010
Meredith Jensen, James Lattin
2009
E296
Mark Leslie, James Lattin, Bethany Coates
2008
Mark Leslie, James Lattin, Mike Harkey
2006
James Lattin, Mark Leslie, Joshua Spitzer
2006
Mark Leslie, James Lattin, Joshua Spitzer
2006
Mark Leslie, James Lattin, Mike Harkey
2006
Mark Leslie, James Lattin, Angie Strange
2005
James Lattin, Mark Leslie, Dana Nunn
2005
Mark Leslie, James Lattin, Mike Harkey
2005
James Lattin, Mark Leslie, Alicia Seiger
2005
James Lattin, R. Magowan, I. Yes
2004
James Lattin, R. Magowan, I. Yes
2004
James Lattin, R. Magowan, I. Yes
2004
James Lattin, R. Magowan, I. Yes
2004
James Lattin, R. Magowan, I. Yes
2004
James Lattin, R. Magowan, I. Yes
2004
James Lattin, Mark Leslie, Jamie Earle, Robert Magowan
2003
James Lattin, Mark Leslie, Erin Yurday
2003
James Lattin, Mark Leslie, Erin Yurday
2003
James Lattin, Mark Leslie, Erin Yurday
2003
James Lattin, Mark Leslie, Alicia Seiger
2003
James Lattin, Mark Leslie, Erin Yurday
2003
James Lattin, Mark Leslie, Jamie Earle
2003
Kevin Keller, James Lattin
1994
James Lattin
1992
James Lattin, J Lubetkin
1992
James Lattin, J Lubetkin
1991
James Lattin
1991

Service to the Profession

Editorial Board

  • Marketing Science

Marketing Advisory Board

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

Member

  • American Marketing Association
  • INFORMS

In the Media

Insights by Stanford Business

December 05, 2023
Watch and learn about currency, algorithms, and reputation management.
July 26, 2023
Five lessons in five minutes: Professor Jim Lattin and Lecturer Barry Rhein on curiosity-based selling
September 01, 2009
Marketers lavish attention on their best customers, but it may be more cost effective to increase spending on the occasional consumer.

School News

July 31, 2015
Applications due by 29 September 2015. Partial scholarships available.
September 03, 2014
Applications are due by October 7, 2014 for Stanford Ignite-Bangalore. Financial assistance is available for exceptional, self-sponsored applicants with need.
August 10, 2010
Internationally known for his work on consumer choice and sales force compensation, Seenu Srinivasan is also revered as a teacher and mentor.