Brett Gordon
Brett Gordon

MARKETING
Associate Professor of Marketing

Print Overview

Brett R. Gordon joined Kellogg in 2014 as an Associate Professor of Marketing. Previously, he was the Class of 1967 Associate Professor of Business at Columbia Business School. He earned both his Ph.D. in Economics and Masters in Information Systems from Carnegie Mellon University. At Kellogg he teaches the MBA course on Retail Analytics, Pricing, and Promotion and a Ph.D. course on Empirical Methods for Marketing Models. At Columbia Business School, he previously taught a course on Pricing Strategies for MBA and Executive MBA students.

His research interests include pricing, advertising, promotions, retailing, innovation, and competitive strategy. Professor Gordon studies these topics by drawing on methods from empirical industrial organization, econometrics, and statistics. His articles have appeared in scholarly journals such as American Economic Review, Journal of Political Economy, Marketing Science, Journal of Marketing Research, and Quantitative Marketing and Economics. His paper on replacement cycles in the PC processor market received the John D.C. Little Award in 2009 for the best paper appearing in Management Science or Marketing Science. Another paper published in 2013 on advertising effects in presidential elections was also nominated for this award.

Professor Gordon is actively involved in the academic field. He serves as an Associate Editor for Quantitative Marketing and Economics and as an Editorial Board member for Marketing Science and the International Journal of Research in Marketing. He is a co-founder of the Quantitative Marketing and Structural Econometrics Workshop, which helps educate graduate students on state-of-the-art empirical techniques.



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

Print Vita
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

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

Articles
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)
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.

Doctoral
Marketing Models: Analytic Modeling (MKTG-550-0)
General Seminar for PhD Candidates -Required for Ph.D. candidates in marketing. Concepts and research methods in marketing.