Brett Gordon
Brett Gordon

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
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

Honors 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 Wesley Hartmann. Forthcoming. Advertising Competition in Presidential Elections. Quantitative Marketing and Economics.
Gordon, Brett and Baohong Sun. 2015. A Dynamic Model of Rational Addiction: Evaluating Cigarette Taxes. Marketing Science. 34(3): 452-470.
Borkovsky, Ron, Paul Ellickson, Brett Gordon, Victor Aguirregabiria, Pedro Gardete, Paul Grieco, Todd Gureckis, Teck-Hua Ho, Laurent Mathevet and Andrew Sweeting. 2015. Multiplicity of Equilibria and Information Structures in Empirical Games: Challenges and Prospects. Marketing Letters. 26(2): 115-125.
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, BrettFlorian Zettelmeyer and Dan Chapsky. 2016. A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook.
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

Full-Time / Part-Time MBA
Retail Analytics (MKTG-462-0)
This course was formerly titled, Retail Analytics, Pricing and Promotion 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 (MKTG-550-0)
General Seminar for PhD Candidates -Required for Ph.D. candidates in marketing. Concepts and research methods in marketing.

Research (MKTG-590-0)
Independent investigation of selected problems pertaining to thesis or dissertation. May be repeated for credit.

Executive Education
Strategic Marketing Communications
This program incorporates both foundational skills in strategic marketing communications, such as insight and positioning, as well as emerging tools such as digital and consumer engagement approaches. Moreover, a fundamental goal of the program is to help attendees embrace, and look for, change in their marketing communications.
View Program