Brett Gordon
Brett Gordon

Associate Professor of Marketing

Print Overview

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.

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 Strategy
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
Honorable Mention, Dick Wittink Prize, Quantitative Marketing and Economics journal
Doctoral Consortium Presenter, INFORMS Society for Marketing Science
Doctoral Consortium Presenter, INFORMS Society for Marketing Science
Doctoral Consortium Presenter, INFORMS Society for Marketing Science
Finalist, John D.C. Little Best Paper Award, INFORMS Society for Marketing Science
Distinguished Service Award, Management Science, 2013
Doctoral Consortium Presenter, INFORMS Society for Marketing Science
Young Scholar, Marketing Science Institute, 2013
Meritorious Service Award, Management Science, 2010
Finalist, Frank M. Bass Dissertation Paper Award, INFORMS Society for Marketing Science, 2009
John D.C. Little Award for Best Paper, INFORMS Society for Marketing Science, 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, Carnegie Mellon University, 2004
Graduate Student Research Grant, Carnegie Mellon University, 2004
William Larimer Mellon Fellowship, Carnegie Mellon University, 2002-2005

Editorial Positions
Editorial Board, Journal of Marketing Research, 2016
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. 2016. Advertising Competition in Presidential Elections. Quantitative Marketing and Economics. 14(1): 1-40.
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. 2018. A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook.
Li, Yang, Brett Gordon and Oded Netzer. Forthcoming. An Empirical Study of National vs Local Pricing under Multimarket Competition.
Chen, Chaoqun and Brett Gordon. 2017. Measuring Cross Channel Substitution.
Zettelmeyer, FlorianBrett Gordon, Dan Chapsky and Neha Bhargava. 2016. SHORT WHITE PAPER: A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook.

Print Teaching
Teaching Interests

Retail Analytics

Full-Time / Evening & Weekend 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.

Quantitative Marketing: Structural Modeling (MKTG-551-3)
This course introduces students to demand estimation using individual and aggregate data. The course begins with a discussion of discrete-choice models, their interpretation as random utility maximization models, logit/probit, discrete and continuous heterogeneity, and estimation using maximum likelihood. Some of these topics are motivated around issues such as disentangling state dependence and unobserved heterogeneity, models of learning and search, and estimating advertising effects. Next the course moves to demand models using aggregate data, starting with the aggregate logit model in Berry (1994) and building to the equilibrium model of Berry, Levinsohn, and Pakes (1995). This prompts a discussion of endogeneity and the role of supply-side restrictions. Time allowing, we introduce the notion of dynamic single agent models. Throughout the course, careful attention is given to identification strategies.

Quantitative Marketing: Analytic Modeling (MKTG-550-0)
In this course you will learn what analytic models are, their purposes, and how to build and analyze an analytic model to provide insight into an applied research problem. Analytic models in Marketing are used in many substantive areas, including competitive marketing strategy, pricing, product design, distribution channel design/management, and sales force compensation. They provide insight into the impacts of market forces, competitive actions, consumer segmentation characteristics, and firms’ own choices on outcomes such as profit, sales, and welfare. The course uses these literatures as well as exercises to both give you broad information on these topics, and equip you to use analytic modeling in your own work. This course builds on prior course content in the Economics core coursework.

Topics in Quantitative Marketing (MKTG-552-0)
This seminar-style class exposes students to working papers in current areas of active research. 2nd, 3rd, and 4th year students are required to enroll. Participants will read, present, and discuss recent papers with the goal of improving their ability to evaluate a paper’s academic contribution and managerial relevance and to further extend their knowledge of models and methods. This class will reinforce the research environment and foster collaboration between students and faculty. One or more faculty can teach the course, and we expect to rotate it among the faculty on a consistent basis. Faculty who teach this course must be careful to coordinate the content relative to the three core classes.

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

Executive Education
Strategic Marketing Communications in the Digital Age

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.

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