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职称:Dean
所属学校:University of Rochester
所属院系:simon business school
所属专业:Finance, General
联系方式:585.275.3316
My major interest is in economic and statistical models of heterogeneity in consumer behavior and segmentation, using panel data, and in direct marketing. In particular, I have focused on developing variance components models for a variety of environments in order to measure heterogeneity in consumers’ preferences. Besides my published work and working papers, I am currently involved in projects including: • The use of variance components in analyzing new product diffusion across countries and products; • Private labels as a form of umbrella branding; • The effect of store characteristics on consumer purchasing behavior; • The simultaneous use of categorical and continuous variables in direct marketing in an integrated framework; • Effective techniques of variable selection in direct marketing settings; • Understanding and parameterizing customer retention analysis in a more rigorous fashion than has traditionally been done. My substantive areas of interest include gaining a better understanding of inventory effects on consumer behavior, and on improving the economic understanding of what makes RFM models in direct marketing work
I have taught the core MBA course in marketing at UCLA. This course has given students a thorough grounding in consumer analysis using the case method, I have also taught a class on market assessment, which introduces them to marketing research tools used to better understand consumers’ actions in the marketplace, particularly with new products. The key tool taught in this class is conjoint, which is the pre-eminent tool used today by market researchers to determine heterogeneity in consumers’ preferences for products. Jointly with Peter Rossi of the University of Chicago, I have developed a course describing the current industry “state-of-the-art” in models of consumer demand in a variety of environments. This uses data on actual consumption patterns, such as data available from organizations like IRI on retail store prices, promotions and the demand resulting from these patterns, as well as direct marketing programs, and individual-level scanner data. I have co-taught a class with Harry Sloan, ex-CEO of MGM, on business models in the entertainment industry. I have also previously taught a Ph.D. elective on Bayesian methods in marketing. I have also taught in executive education programs on entrepreneurship, consumer behavior, branding, pricing, direct marketing, marketing research and the preparation of marketing plans. I have been the co-director of the UCLA Medical marketing program for 7 years, and regularly run customized programs for large medical firms and organizations, including the Irish Medical Devices Association and the Healthcare Management Manufacturer’s Council.
