معرفی
Scott A. Neslin is the Albert Wesley Frey Professor of Marketing at the Tuck School of Business at Dartmouth College. He has been at Tuck since completing his PhD at MIT's Sloan School of Management in 1978. Professor Neslin has served as a Visiting Scholar at NYU Stern School of Business (2020-present), Yale University (1989-90), Duke University's Teradata/Duke CRM Center (2002), and Columbia University's Graduate School of Business (2009-2010).
Professor Neslin holds a PhD from Massachusetts Institute of Technology (1978) and a BS from Cornell University (1974). His academic journey spans over four decades, establishing him as a leading scholar in marketing science and customer analytics.
Professor Neslin's research expertise centers on customer analytics, sales promotion, and marketing mix models. He has conducted groundbreaking research on predictive modeling for cross-selling and identifying customer churners, evaluated the effectiveness of loyalty programs, and examined determinants of customer channel migration and 'research shopping'. His work investigates promotion impacts on consumer stockpiling, brand loyalty, and consumption, as well as advertising's role in reinforcing brand loyalty. His research bridges theoretical frameworks with practical applications in retail and marketing strategy.
His extensive publication record demonstrates consistent focus on customer behavior across multiple channels, with recent work emphasizing omnichannel retailing, mobile app engagement, and the interplay between online and offline shopping behaviors. His research shows increasing sophistication in modeling complex customer journeys across multiple touchpoints, with particular attention to how digital innovations reshape traditional retail paradigms.
- Winner, Best Paper Published in 2017, Journal of Interactive Marketing
- Finalist: IJRM Best Paper Award
- Winner, 2012 Robert D. Buzzell MSI Best Paper Award
- Top Cited Paper Award 2007-2011, Journal of Interactive Marketing
- Finalist, Paul E. Green Award, Journal of Marketing Research
- Finalist, William O'Dell Award, Journal of Marketing Research
- Winner, John D. C. Little Best Paper Award
- Winner, Harold F. Maynard Award, Journal of Marketing
- Co-Winner, Davidson Best Paper Award, Journal of Retailing
Professor Neslin teaches Statistics for Managers, Marketing Management, Sales Promotion, Customer Analytics, Marketing Research, Marketing New Products, and Decision Analysis to MBA students. His editorial service includes being an Associate Editor for Journal of Marketing and serving on editorial boards of Journal of Marketing Research, Journal of Interactive Marketing, Journal of the Academy of Marketing Science, and Marketing Letters. He has also conducted numerous executive seminars for major corporations including Nielsen, Dentsu Advertising, and Digital Equipment Corporation.
Professor Neslin's work has significantly shaped the field of multichannel customer management, with his research often serving as foundational work for subsequent studies in customer analytics and retail strategy. His collaborations with leading scholars across multiple institutions have produced influential frameworks for understanding complex customer behaviors in evolving retail environments.
