Demetrios Vakratsas

Demetrios Vakratsas is a Professor of Marketing and Academic Director of the MBA program at McGill University's Desautels Faculty of Management. His research interests include advertising, creativity, health care, innovations, and marketing/consumer analytics. He has published in leading journals such as Marketing Science, Journal of Marketing, and Journal of Marketing Research. Vakratsas has taught courses and conducted seminars internationally and has consulted for firms in advertising, media, telecom, and pharmaceutical industries. He has held leadership roles, including Associate Dean for Masters programs and Vice-Dean Programs at the Desautels Faculty of Marketing.

Demetrios Vakratsas is a Professor of Marketing and Bensadoun School of Retail Management at McGill University. His research focuses on Advertising, Media, Pharmaceutical Marketing, Diffusion of Innovations, and Marketing Analytics. He explores how advertising functions, the effectiveness of multimedia advertising, and the impact of creative strategies on advertising elasticity. His work also examines the diffusion of new prescription pharmaceuticals and the role of market-level information in technology adoption. Vakratsas investigates the interplay between advertising, pricing, and distribution on market share volatility, as well as the use of analytics in advertising budget decisions. His research contributes to understanding consumer behavior, media interactions, and the long-term effects of advertising.