Carl Mela

Carl F. Mela is the T. Austin Finch Foundation Professor of Business Administration at Duke University's Fuqua School of Business. His research focuses on Core Marketing and Product Management. Prof. Mela applies economic and statistical models to measure the long-term effects of marketing activity on brand equity and the role of the Internet and new media on consumer and firm behavior. His work has been published in journals such as the Journal of Marketing Research, Marketing Science, and the Journal of Marketing. He has received or been a finalist for forty best paper awards. Prof. Mela serves or has served as an Executive Director of the Marketing Science Institute and is a co-editor at Quantitative Marketing and Economics. He is also an Associate Editor of Marketing Science and the Journal of Marketing Research.

Carl Mela T. Austin Finch Professor of Business Administration at Duke University focuses on marketing research. His work explores the long-term impact of promotional strategies on consumer behavior, including brand choice and stockpiling. He investigates how advertising and pricing influence consumer price judgments and purchasing decisions. Additionally, he examines the dynamics of sponsored search advertising, online display advertising markets, and customer relationship management. His research also addresses the effects of marketing strategies on brand sales and market structure, as well as the competitive implications of retail expansion. Mela's studies emphasize the interplay between marketing tactics and consumer behavior, offering insights into effective pricing and promotional strategies.