Carl Frederick Mela | Scholars@Duke

Carl Frederick Mela
T. Austin Finch Foundation Professor of Business Administration

Carl F. Mela is the T. Austin Finch Foundation Professor of Marketing at Duke University. He holds an engineering degree from Brown University, and a Ph.D. in Marketing from Columbia University. Prior to his Ph.D., he held management positions at Hewlett Packard, Hughes Space and Communications, and Proxima Corporation.

Prof. Mela applies economic and statistical models to generate insights regarding the long-term effects of marketing activity on brand equity as well as the role the Internet and new media on consumer and firm behavior. Articles along these lines appear in the Journal of Marketing Research, Marketing Science, Journal of Marketing, Harvard Business Review, the Journal of Consumer Research and have received or been a finalist for thirty best paper awards including the INFORMS John D.C. Little Award and the American Marketing Association’s William O’Dell and Paul Green Awards.

Prof. Mela serves or has served as an Associate Editor of the Journal of Marketing Research, and Quantitative Marketing and Economics and is on the editorial boards of the Marketing Science, Journal of Marketing and Marketing Letters. Professional boards include the Word of Mouth Marketing Association, Unilever and Information Resources, Incorporated. His home page is located at http://www.duke.edu/~mela.

Current Appointments & Affiliations

T. Austin Finch Foundation Professor of Business Administration, Fuqua School of Business, Duke University 2009
Professor of Business Administration, Fuqua School of Business, Duke University 2005

Contact Information

A325 Fuqua Sch Of Bus, Durham, NC 27708
Box 90120, Durham, NC 27708-0120
mela@duke.edu (919) 660-7767
See Fuqua Faculty Profile

Background
Education, Training, & Certifications
- Ph.D., Columbia University 1993
- M.Phil., Columbia University 1992
- M.B.A., University of California at Los Angeles 1987
- B.S.E.E., Brown University 1983
Duke Appointment History
- Associate Professor of Business Administration, Fuqua School of Business, Duke University 2001 - 2005
- Associate Professor of Business Administration, Fuqua School of Business, Duke University 1999 - 2001
Recognition
In the News
- NOV 2, 2017 Fuqua School of Business
  
  Get Ready for Targeted Ads on Digital TV
- SEP 29, 2016
  
  Online Shopping Searches Go Far, But Not Wide
- OCT 14, 2015
  
  Fuqua Research Advises Web Developers: Too Much Content Can Hurt
Awards & Honors
Publications & Artistic Works
Selected Publications
- Book Sections
  - Mela, CF, and Urbany, J. "Promotion Over Time: Exploring Expectations and Explanations." In Advances in Consumer Research, edited by M Brucks and D MacInnis, 529-535. Association for Consumer Research, 1997.
  - Mela, CF, and Urbany, J. "Special Session: Inferences About Pricing and Promotion." In Advances in Consumer Research, edited by K Corfman and J Lynch, 78-79. Provo: Association for Consumer Research, 1996.
- Conference Papers
  - Weber, JA, and Mela, CF. "Using spreadsheet models to teach quantitative methods in marketing to undergraduate marketing students." 1995 AMA Winter Educators Conference - Marketing Theory and Applications. LA JOLLA, CA. February 11, 1995 - February 14, 1995.: AMER MARKETING ASSOC, January 1, 1995. Link to Item
- Journal Articles
  - Deng, Y, and Mela, CF. "TV Viewing and Advertising Targeting." Journal of Marketing Research 55, no. 1 (February 2018): 99-118. Full Text
  - Bronnenberg, BJ, Kim, JB, and Mela, CF. "Zooming In on Choice: How Do Consumers Search for Cameras Online?." Marketing Science 35, no. 5 (September 2016): 693-712. Full Text
  - Ahn, D-Y, Duan, JA, and Mela, CF. "Managing User-Generated Content: A Dynamic Rational Expectations Equilibrium Approach." Marketing Science 35, no. 2 (March 2016): 284-303. Full Text
  - Hahn, PR, Goswami, I, and Mela, CF. "A Bayesian hierarchical model for inferring player strategy types in a number guessing game." The Annals of Applied Statistics 9, no. 3 (September 2015): 1459-1483. Full Text
  - Zhou, B, Mela, CF, and Amaldoss, W. "Do Firms Endowed with Greater Strategic Capability Earn Higher Profits?." Journal of Marketing Research 52, no. 3 (June 2015): 325-336. Full Text
  - Huber, J, Kamakura, W, and Mela, CF. "A Topical History of JMR." Journal of Marketing Research 51, no. 1 (February 2014): 84-91. Full Text
  - Mela, CF, Roos, J, and Deng, Y. "Invited Paper--A Keyword History of Marketing Science." Marketing Science 32, no. 1 (September 2013): 8-18.
  - Mela, CF, Roos, J, and Deng, Y. "Invited Paper —A Keyword History of Marketing Science." Marketing Science 32, no. 1 (January 2013): 8-18. Full Text
  - Yao, S, Mela, CF, Chiang, J, and Chen, Y. "Determining Consumers' Discount Rates with Field Studies." Journal of Marketing Research 49, no. 6 (December 2012): 822-841. Full Text
  - Mela, CF. "Structural Workshop Paper--Data Selection and Procurement." Marketing Science 30, no. 6 (November 2011): 965-976.
  - Yao, S, and Mela, CF. "A Dynamic Model of Sponsored Search Advertising." Marketing Science 30, no. 3 (May 2011): 447-468. Full Text
  - Mela, CF. "Structural workshop paper data selection and procurement." Marketing Science 30, no. 6 (2011): 965-976.
  - Ataman, MB, Van Heerde, HJ, and Mela, CF. "The Long-Term Effect of Marketing Strategy on Brand Sales." Journal of Marketing Research 47, no. 5 (October 2010): 866-882. Full Text
  - Bronnenberg, BJ, Dubé, J-P, and Mela, CF. "Do digital video recorders influence sales?." Journal of Marketing Research 47, no. 6 (2010): 998-1010. Full Text
  - Duan, JA, and Mela, CF. "The role of spatial demand on outlet location and pricing." Journal of Marketing Research 46, no. 2 (2009): 260-278. Full Text
  - Yao, S, and Mela, CF. "Sponsored search auctions: Research opportunities in marketing." Foundations and Trends in Marketing 3, no. 2 (2009): 75-126. Full Text
  - Gupta, S, and Mela, CF. "What is a free customer worth? Armchair calculations of nonpaying customers' value can lead to flawed strategies." Harvard Business Review 86, no. 11 (November 2008): 102-138.
  - Bronnenberg, BJ, Kruger, MW, and Mela, CF. "Database Paper —The IRI Marketing Data Set." Marketing Science 27, no. 4 (July 2008): 745-748. Full Text
  - Ansari, A, Mela, CF, and Neslin, SA. "Customer Channel Migration." Journal of Marketing Research 45, no. 1 (February 2008): 60-76. Full Text
  - Ataman, MB, Mela, CF, and Heerde, HJV. "Building brands." Marketing Science 27, no. 6 (2008): 1036-1054. Full Text
  - Bronnenberg, BJ, Dubé, JP, Mela, CF, Albuquerque, P, Erdem, T, Gordon, B, Hanssens, D, Hitsch, G, Hong, H, and Sun, B. "Measuring long-run marketing effects and their implications for long-run marketing decisions." Marketing Letters 19, no. 3-4 (2008): 367-382. Full Text
  - Yao, S, and Mela, CF. "Online auction demand." Marketing Science 27, no. 5 (2008): 861-885. Full Text
  - Lodish, LM, and Mela, CF. "If brands are built over years, why are they managed over quarters?." Harv Bus Rev 85, no. 7-8 (July 2007): 104-192. Link to Item
  - Du, RY, Kamakura, WA, and Mela, CF. "Size and Share of Customer Wallet." Journal of Marketing 71, no. 2 (April 2007): 94-113. Full Text
  - Ataman, MB, Mela, CF, and Heerde, HJV. "Consumer packaged goods in France: National brands, regional chains, and local branding." Journal of Marketing Research 44, no. 1 (2007): 14-20. Full Text
  - Bronnenberg, BJ, Mela, CF, and Boulding, W. "The periodicity of pricing." Journal of Marketing Research 43, no. 3 (2006): 477-493. Full Text
  - Kamakura, W, Mela, CF, Ansari, A, Bodapati, A, Fader, P, Iyengar, R, Naik, P, Neslin, S, Sun, B, Verhoef, PC, Wedel, M, and Wilcox, R. "Choice Models and Customer Relationship Management." Marketing Letters 16, no. 3-4 (December 2005): 279-291. Full Text
  - Moorman, C, Du, R, and Mela, CF. "The effect of standardized information on firm survival and marketing strategies." Marketing Science 24, no. 2 (2005): 263-274. Full Text
  - Bronnenberg, BJ, and Mela, CF. "Market Roll-Out and Retailer Adoption for New Brands." Marketing Science 23, no. 4 (September 2004): 500-518.
  - Bronnenberg, BJ, and Mela, CF. "Market roll-out and retailer adoption for new brands." Marketing Science 23, no. 4 (2004): 500-518+629. Full Text
  - Heerde, HJV, Mela, CF, and Manchanda, P. "The dynamic effect of innovation on market structure." Journal of Marketing Research 41, no. 2 (2004): 166-183. Full Text
  - Ansari, A, and Mela, CF. "E-Customization." Journal of Marketing Research 40, no. 2 (May 2003): 131-145. Full Text
  - Bucklin, RE, Lattin, JM, Ansari, A, Gupta, S, Bell, D, Coupey, E, Little, JDC, Mela, C, Montgomery, A, and Steckel, J. "Choice and the Internet: From Clickstream to Research Stream." Marketing Letters 13, no. 3 (2002): 245-258. Full Text
  - Mela, CF, and Kopalle, PK. "The impact f collinearity on regression analysis: The asymmetric effect of negative and positive correlations." Applied Economics 34, no. 6 (2002): 667-677. Full Text
  - Alba, J, Mela, C, Shimp, T, and Urbany, J. "The Effect of Discount Frequency and Depth on Consumer Price Judgments." Journal of Consumer Research 26, no. 2 (September 1999): 99-114. Full Text
  - Jedidi, K, Mela, CF, and Gupta, S. "Managing Advertising and Promotion for Long-Run Profitability." Marketing Science 18, no. 1 (February 1999): 1-22. Full Text
  - Kopalle, PK, Mela, CF, and Marsh, L. "The dynamic effect of discounting on sales: Empirical analysis and normative pricing implications." Marketing Science 18, no. 3 (1999): 317-332.
  - Wilkie, WL, Mela, CF, and Gundlach, GT. "Does “Bait and Switch” Really Benefit Consumers?." Marketing Science 17, no. 3 (August 1998): 273-282. Full Text
  - Mela, CF, Gupta, S, and Jedidi, K. "Assessing long-term promotional influences on market structure." International Journal of Research in Marketing 15, no. 2 (1998): 89-107.
  - Mela, CF, Jedidi, K, and Bowman, D. "The long-term impact of promotions on consumer stockpiling behavior." Journal of Marketing Research 35, no. 2 (1998): 250-262.
  - Wilkie, WL, Mela, CF, and Gundlach, GT. "Does "Bait and Switch" really benefit consumers? Advancing the discussion." Marketing Science 17, no. 3 (1998): 290-293.
  - Mela, CF, Gupta, S, and Lehmann, DR. "The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice." Journal of Marketing Research 34, no. 2 (May 1997): 248-248. Full Text
  - Meyer, R, Erdem, T, Feinberg, F, Gilboa, I, Hutchinson, W, Krishna, A, Lippman, S, Mela, C, Pazgal, A, Prelec, D, and Steckel, J. "Dynamic influences on individual choice behavior." Marketing Letters 8, no. 3 (1997): 349-360.
  - Mela, CF, and Urbany, JE. "Inferences about pricing and promotion." ADVANCES IN CONSUMER RESEARCH, VOL 23 23 (1996): 78-79. Link to Item
  - Harlam, BA, Krishna, A, Lehmann, DR, and Mela, C. "Impact of bundle type, price framing and familiarity on purchase intention for the bundle." Journal of Business Research 33, no. 1 (1995): 57-66.
  - Mela, CF, and Lehmann, DR. "Using fuzzy set theoretic techniques to identify preference rules from interactions in the linear model: an empirical study." Fuzzy Sets and Systems 71, no. 2 (1995): 165-181.
- Scholarly Editions
  - Ahn, D-Y, Duan, JA, and Mela, CF. An Equilibrium Model of User Generated Content. . Link to Item
  - Yao, S, and Mela, CF. A Dynamic Model of Sponsored Search Advertising. . Link to Item
Teaching & Mentoring
Recent Courses
- MARKETNG 795: Marketing Management 2018
- MARKETNG 795C: Marketing Management 2016

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Education, Training, & Certifications

Duke Appointment History

In the News

Awards & Honors

Selected Publications

Book Sections

Conference Papers

Journal Articles

Scholarly Editions

Recent Courses