Brett R. Gordon joined Kellogg in 2014 as an Associate Professor of Marketing. 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.
Previously, he was the Class of 1967 Associate Professor of Business at Columbia Business School, which he joined in 2007. 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 and a Ph.D. course on Structural Models for Quantitative Marketing.
Explore the power of an integrated marketing communications strategy from fundamental planning to tactical execution utilizing the most current thinking about media channels, customer engagement and measurement. The frameworks and examples provided are applicable to developing both B2C and B2B marketing communications strategies.