Start of Main Content
Marketing

Professor of Marketing

Drake Faculty Scholar

Portrait of Anna Tuchman, Faculty at the Kellogg School of Management

Anna Tuchman is a Professor of Marketing at the Kellogg School of Management at Northwestern University. Her research addresses economic questions related to advertising, pricing, and public policy. Her recent advertising research studies the effectiveness of TV and digital advertising and considers the impact of privacy regulation and ad content on ad effectiveness.

Professor Tuchman holds a PhD in Marketing from the Stanford Graduate School of Business, an MA in Economics from Stanford University, and a BA from the University of Pennsylvania. She is an Associate Editor at Marketing Science and Management Science.

About Anna
Research interests
  • Quantitative Marketing Empirical Industrial OrganizationAdvertising: Digital and TV Advertising
  • Mechanisms
  • Addictive Goods
  • Addressable TV Markets
  • Ad Skipping PricingPolicy and Regulation
  • Doctor of Philosophy, 2016, Marketing, Stanford University
    Master of Arts, 2016, Economics, Stanford University
    Bachelor of Arts, 2009, Economics, Mathematics, And Hispanic Studies, University of Pennsylvania
  • Professor of Marketing, Marketing, Kellogg School of Management, Northwestern University, 2024-present
    Associate Professor, Marketing, Kellogg School of Management, Northwestern University, 2020-2024
    Assistant Professor, Marketing, Kellogg School of Management, Northwestern University, 2016-2020
  • Intern, CIGNA International, 2008
    Analyst, Cornerstone Research, 2009-2011
  • Erin Anderson Award for an Emerging Female Mentor and Scholar, American Marketing Association
    MSI Young Scholar
    Distinguished Winner of the AMA-EBSCO-RRBM Award for Responsible Research in Marketing, American Marketing Association
    Finalist, Paul E. Green Award
    Winner, Frank M. Bass Dissertation Paper Award, INFORMS Society for Marketing Science
    Finalist, John D.C. Little Award for the Best Paper Published in Marketing Science in 2019, INFORMS Society for Marketing Science
    Sidney J. Levy Teaching Award
  • Associate Editor, Management Science, 2023
    Associate Editor, Marketing Science, 2024
    Editorial Board, Journal of Marketing Research, 2021
    Associate Editor, Quantitative Marketing and Economics, 2024

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: Introduction to Theory and Empirical Methods (MKTG-551-1)

This survey course introduces students to substantive and methodological issues in quantitative marketing. We cover ~6 weeks of material on substantive issues such as pricing, advertising, peer effects, and word of mouth. We also cover ~4 weeks of material on methods of causal inference. The readings are multidisciplinary and include topics from marketing, psychology, microeconomics, operations management, and macroeconomics