معرفی
Carl F. Mela is the T. Austin Finch Foundation Professor of Marketing at Duke University's Fuqua School of Business. He holds an engineering degree from Brown University and a Ph.D. in Marketing from Columbia University. His research focuses on measuring long-term marketing impacts on brand equity, digital marketing technologies, and consumer and firm behavior in online environments. He has authored over 40 influential articles across top journals like Journal of Marketing Research, Marketing Science, and Harvard Business Review, earning over 40 best-paper awards.
Prof. Mela has served as Executive Director of the Marketing Science Institute and currently co-edits Quantitative Marketing and Economics. He has held editorial roles at Marketing Science and Journal of Marketing Research. His professional networks include the Advertising Research Foundation, Unilever, and Information Resources, Inc.
His research trends emphasize algorithmic personalization, digital ad markets, and the strategic use of marketing technology. Recent work includes optimizing recommendation systems, analyzing ad auction dynamics, and evaluating marketing tech ROI. He has pioneered frameworks for measuring long-term brand equity and consumer response to digital innovations.
- Awards: INFORMS John D.C. Little Award, AMA William O’Dell Award, Morrison Long-Term Impact Award
- Grants/Advisory Roles: Marketing Science Institute, Word of Mouth Marketing Association, Unilever
Prof. Mela’s labs explore consumer decision-making algorithms and digital marketplace dynamics. His ongoing work includes projects on AI-driven marketing strategies and the future of customer management in omnichannel environments.
