Brett Gordon
Charles H. Kellstadt Chair in Marketing
Professor of Marketing
Brett R. Gordon is the Charles H. Kellstadt Professor of Marketing at Northwestern University's Kellogg School of Management. His research focuses on pricing, advertising, promotions, retailing and experimentation, using methods from causal inference, machine learning, and empirical industrial organization. He partners with companies to measure and enhance marketing effectiveness. His recent work examines digital advertising measurement methods while developing new evaluation approaches.
His work has appeared in leading journals including the American Economic Review, Journal of Political Economy, Marketing Science, Management Science, and the Journal of Marketing Research. He is a three-time winner of the John D. C. Little Award for best marketing paper from ISMS, received the Robert D. Buzzell Best Paper Award from the Marketing Science Institute, and was recognized as a Runner-Up for the Dick Wittink Prize at Quantitative Marketing and Economics.
Gordon currently serves as Co-Editor at the Journal of Marketing Research and previously was an Associate Editor at Management Science and Quantitative Marketing and Economics. He co-founded the "How I Wrote This" podcast, which interviews marketing scholars about their research process. Before joining Kellogg, he was the Class of 1967 Associate Professor of Marketing at Columbia Business School. He previously held visiting positions at the University of Chicago's Booth School of Business and Stanford GSB.
- Pricing
- advertising
- digital marketing
- promotions
- innovation
- new products
- technology marekts
- marketing analytics
- causal inference
- empirical industrial organization
- and machine learning.
- Retail Analytics and Pricing
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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 -
Charles H. Kellstadt Chair in Marketing, Northwestern University, Kellogg School of Management, 2024-present
Professor of Marketing, Northwestern University, Kellogg School of Management, 2021-present
Visiting Scholar, Marketing, Graduate School of Business, Stanford University, 2017-2018
Associate Professor (with tenure), Marketing, Kellogg School of Management, Northwestern University, 2014-2021
Visiting Associate Professor, Marketing, Booth School of Business, University of Chicago, 2013
Visiting Scholar, Graduate School of Business, Stanford University, 2012
Class of 1967 Associate Professor, Business, Columbia Business School, Columbia University, 2011-2014
Associate Professor, Business, Columbia Business School, Columbia University, 2011
Assistant Professor, Business, Columbia Business School, Columbia University, 2007-2011 -
Winner, John D.C. Little Best Paper Award, INFORMS Society for Marketing Science, 2024
Ned Smith Research Mentorship Award
Sidney J. Levy Teaching Award
Winner, Robert D. Buzzell Best Paper, Marketing Science Institute (MSI), 2020
Winner, John D.C. Little Best Paper Award, INFORMS Society for Marketing Science, 2019
Finalist, Long-Term Impact Award, INFORMS Society for Marketing Science
Scholar, Marketing Science Institute (MSI), 2018
Finalist, Long-Term Impact Award, INFORMS Society for Marketing Science, 2017
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
Winner, John D.C. Little Award for Best Paper, INFORMS Society for Marketing Science
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 -
Co-Editor, Journal of Marketing Research, 2023
Associate Editor, Journal of Marketing Research, 2022-2023
Associate Editor, Management Science, 2021-2023
Editorial Board, Journal of Marketing Research, 2016-2021
Editorial Board, Quantitative Marketing and Economics, 2014
Editorial Board, Marketing Science, 2014-2023
Editorial Board, International Journal of Research in Marketing, 2012-2015
Topics in Quantitative Marketing (MKTG-552-0)
This seminar required of 2nd-4th year students exposes students to working papers in current areas of active research. Students 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.
Quantitative Marketing: Structural Modeling (MKTG-551-3)
This course provides a foundational understanding of static and dynamic discrete-choice models, with applications drawn from quantitative marketing and economics. The course takes a "hands on" approach to research, with class being a mix of lectures, discussion of articles, and hands-on empirical analysis. Coding assignments are the bulk of the grade.
Business Marketing Strategy
If your business is B2B, here is a rare opportunity to learn from the experts how to deepen your understanding of marketing dynamics and drive profitable growth in the new B2B environment.
Strategic Marketing Communications
Discover how to create effective, strategy-driven marketing campaigns that move customers and consumers in today’s ever evolving digital landscape. Utilizing tools such as insight, positioning and creative brief work, along with new tactical approaches across the communication spectrum, you’ll learn to ask the right questions, and explore frameworks and examples applicable to developing both B2C and B2B marketing communications plans.
Retail Analytics and Pricing (MKTGM-462-0)
Retail Analytics and Pricing (MKTG-462-0)
This course will teach you how to use analytics and data to address decisions faced by retailers and manufacturers. Pricing and promotion decisions are emphasized, with additional coverage on topics such as private labels, product assortment, trade funding, shopper marketing, and more. The course is organized around a hierarchy of topics. We spend roughly one week understanding pricing and promoting to an individual customer. This analysis provides the foundation as we move to more aggregate decisions, such as setting regular and promoted prices at the product level, managing category pricing, and understanding the drivers of store traffic. As we progress through this hierarchy of decisions, we illustrate how different types of data can---or can't---be used to answer managerial questions. A key part of the class is understanding the limitations of different types of data and how better planning can both simplify the analytics and increase your confidence in the findings. This class is very practical and hands-on. Most of the data we analyze is from real-world managerial problems, through collaborations with leading retailers and consulting firms who have brought problem-driven challenges to the classroom. Weekly homework assignments, both individual and group, are paired with in-class cases. There is no final exam.
