Brett Gordon
Brett Gordon

Associate Professor of Marketing

Print Overview

Brett R. Gordon is an Associate Professor of Marketing at Kellogg, which he joined in 2014. Previously, he was the Class of 1967 Associate Professor of Business at Columbia Business School.  His research focuses on empirical industrial organization, with an emphasis on questions pertaining to pricing, promotion, advertising, innovation, and competitive strategy.  His interests span multiple industries: from the effects of competition on pricing and innovation in the microprocessor market, to business-cycle induced shifts in brand loyalty in consumer packaged goods, to the effects of smoking bans on cigarette consumption, and, most recently, to the effectiveness of political advertising and reforming the Electoral College. At Kellogg he teaches the MBA course "Retail Analytics: Pricing and Promotion" and previously taught "Pricing Strategies" at Columbia Business School. Professor Gordon received his Ph.D. in economics from Carnegie Mellon University.

Areas of Expertise
Antitrust Issues
Competitive Analysis
Computational Economics
Consumer Products
Customer Management
Data Analysis
Database Marketing
Economic Models
Game Theory
High-Tech Marketing
Industrial Organization Economics
Industrial Organization
Measurement Techniques
Media Marketing
Pricing and Price Perception
Retail Marketing

Print Vita
Ph.D, 2007, Economics, Carnegie Mellon University
M.S., 2004, Economics, Carnegie Mellon University
Masters, 2002, Information Systems Management, Carnegie Mellon University
B.S. (Honors), 2002, Information Systems and Economics, Carnegie Mellon University

Academic Positions
Associate Professor (with tenure), Marketing, Kellogg School of Management, Northwestern University, 2014-present
Visiting Associate Professor, Marketing, Booth School of Business, University of Chicago, 2013-2013
Visiting Scholar, Graduate School of Business, Stanford University, 2012-2012
Class of 1967 Associate Professor, Business, Columbia Business School, Columbia University, 2011-2014
Associate Professor, Business, Columbia Business School, Columbia University, 2011-2011
Assistant Professor, Business, Columbia Business School, Columbia University, 2007-2011

Grants and Awards
Distinguished Service Award, Management Science, 2013
Doctoral Consortium Presenter, ISMS Marketing Science Institute (MSI), 2010, 2011,2013
Young Scholar, Marketing Science Institute, 2013
Meritorious Service Award, Management Science, 2010
Best Dissertation Paper Award (Finalist), Frank M. Bass, 2009
Best Paper Award, John D.C. Little, 2009
Dissertation Award, Center for Analytical Research in Technology (CART), 2006
Dissertation Competition Award, MSI Alden G. Clayton, 2006
Best Ph.D. Student Teacher Award, 2004
Graduate Student Research Grant, 2004
William Larimer Mellon Fellowship, 2002-2005

Editorial Positions
Associate Editor, Quantitative Marketing and Economics, 2014-Present
Editorial Board, Marketing Science, 2014-Present
Editorial Board, International Journal of Research in Marketing, 2012-Present

Print Research
Research Interests
Quantitative Marketing, Empirical Industrial Organization, Pricing, Advertising, Innovation, Online Marketing, Dynamic Oligopoly, Market Structure

Gordon, Brett and Baohong Sun. Forthcoming. A Dynamic Model of Rational Addiction: Evaluating Cigarette Taxes. Marketing Science.
Borkovsky, Ron, Paul Ellickson, Brett Gordon, Victor Aguirregabiria, Pedro Gardete, Paul Grieco, Todd Gureckis, Teck-Hua Ho, Laurent Mathevet and Andrew Sweeting. Forthcoming. Multiplicity of Equilibria and Information Structures in Empirical Games: Challenges and Prospects. Marketing Letters.
Goettler, Ronald L. and Brett Gordon. 2014. Competition and Product Innovation in Dynamic Oligopoly. Quantitative Marketing and Economics. 12(1): 1-42 (lead article).
Gordon, Brett, Avi Goldfarb and Yang Li. 2013. Does Price Elasticity Vary with Economic Growth? A Cross-Category Analysis. Journal of Marketing Research. 50(1): 4-23 (lead article).
Gordon, Brett and Wesley R. Hartmann. 2013. Advertising Eff ects in Presidential Elections. Marketing Science. 32(1): 19-35 (lead article).
Gordon, Brett, Mitchell J. Lovett, Ron Shachar, Kevin Arceneaux, Sridhar Moorthy, Michael Peress, Akshay Rao, Subrata K. Sen, David Soberman and Oleg Urminsky. 2012. Marketing and Politics: Models, Behavior, and Policy Implications. Marketing Letters. 23(2): 391-403.
Goettler, Ronald L. and Brett Gordon. 2011. Does AMD Spur Intel to Innovate More. Journal of Political Economy. 119(6): 1141-1200.
Gordon, Brett, Raphael Thomadsen, Eric Bradlow, J. P. Dube and Richard Staelin. 2011. Revisiting the Workshop on Quantitative Marketing and Structural Econometrics. Marketing Science. 30(6): 945-949 (invited paper).
Kumar, V., Brett Gordon and Kannan Srinivasan. 2011. Competitive Strategy for Open Source Software. Marketing Science. 30(6): 1066-1078.
Epple, Dennis, Brett Gordon and Holger Sieg. 2010. Drs. Muth and Mills meet Dr. Tiebout: Integrating Location-Speci c Amenities into Multi-Community Equilibrium Models. Journal of Regional Science. 50(1): 381-400.
Epple, Dennis, Brett Gordon and Holger Sieg. 2010. A New Approach to Estimating the Production Function for Housing. American Economic Review. 100(3): 905-924.
Gordon, Brett. 2009. A Dynamic Model of Consumer Replacement Cycles in the PC Processor Industry. Marketing Science. 28(5): 846-867.
Bronnenberg, Bart J., J. P. Dube, Carl F. Mela, Paulo Albuquerque, Tulin Erdem, Brett Gordon, Dominique M. Hanssens, Guenter Hitsch, Han Hong and Baohong Sun. 2008. Measuring Long-Run Marketing Eff ects and Their Implications for Long-Run Marketing Decisions. Marketing Letters. 19: 367-382.
Working Papers
Gordon, Brett and Wesley Hartmann. 2015. Advertising Competition in Presidential Elections.
Li, Yang, Brett Gordon and Oded Netzer. 2014. An Empirical Study of National vs Local Pricing under Multi-market Competition.

Print Teaching
Teaching Interests
Retail Analytics, Pricing, and Promotion
Full-Time / Part-Time MBA
Retail Analytics, Pricing and Promotion (MKTG-462-0)

This course counts toward the following majors: Marketing, Marketing Management

Why is a dress priced at $39 rather than $40? How does a "Sale" sign change customer behavior? Does it matter what other customers pay for an item? Can price changes antagonize customers and reduce demand? How has the Internet changed customer price sensitivity? Are retail loyalty programs effective? How has expansion of retail stores, factory stores and the Internet changed customer behavior? This course seeks to answer these types of questions. Approximately two-thirds of the course covers topics in sales promotion and pricing; the remainder focuses on emerging issues in retailing, such as retail loyalty programs, category management and multi-channel consumer behavior. This empirical, data-driven course provides an integrated framework for studying consumer behavior, which we then take to data. Most of the data is from real-world managerial problems, and students will often study data from field experiments to gain a deeper understanding of consumer and firm behavior. Students will learn how to make informed pricing and retailing decisions using data.

Marketing Models: Analytic Modeling (formerly MKTG-520-7) (MKTG-550-0)
This course covers the topic of modeling in marketing. Journal articles on analytic economics-based modeling, and field experimental modeling, of a variety of marketing problems will be assigned. The articles will be discussed it terms of their major modeling characteristics and structure, their assumptions and findings, and their impact on the literature in their fields.