Koen H. Pauwels

KOEN H. PAUWELS
Associate Professor of Business Administration
'Measuring and Improving Return on Marketing Investment'

Koen Pauwels is Associate professor at the Tuck School of Business at Dartmouth, where he teaches and researchs statistics and return on marketing investment. He won the 2007 O'Dell award for the most influential paper in the Journal of Marketing Research, and built his research insights in industries ranging from automobiles and pharmaceuticals to business content sites and fast moving consumer goods. Current research projects include the predictive power of market dashboard metrics, the impact of brand equity on marketing effectiveness, retailer product assortment, price wars, the dynamics of differentation and performance turnaround strategies. Professor Pauwels received his Ph.D. in Management from UCLA, won the EMAC 2001 best paper award and publishes in Harvard Business Review, Journal of Marketing, Journal of Marketing Research, Journal of Retailing, Management Science and Marketing Science.

Highlights

Managers' Points of Pain meet Business Professors' Perspectives

"How can you measure and improve return on marketing investment?
My Thoughts
Your Thoughts

"How to market your brands in the age of provate label power?
My Thoughts
Your Thoughts

*** Coming soon to a conference near you***
"The Practice and Impact of Marketing Science"
'Pauwels reports from the Marketing Accountability Workshop'

The Direct/Interactive Marketing Research Summit, October 13-14, 2007, Chicago

Forthcoming publication
"Moving from Free to Fee: How Online Firms Market to Successfully Change their Business Model", with A. Weiss, Journal of Marketing

"Winners and Losers in a Major Price War" with E. Gijsbrechts and H. van Heerde, Journal of Marketing Research

"Growing small bands through sales promotions"

"Demand-Based Pricing Versus Past-Price Dependence: A Cost-Benefit Analysis"

New working papers:
"Dashboards and Marketing: why, what, how, and which research is needed?", with Tim Ambler, Bruce Clark, Pat LaPointe, David Reibstein, Bernd Skiera, Bernernd Wierenga, and Thorsten Wiesel

"Assessing Customer Evaluation and Revenue Consequences of Component Sharing Across Brands in the Vertical Product Line," with P. Verhoef

"Store brands and store loyalty" with Kusum Ailawadi and Jan-benedict Steenkamp, Journal of Marketing

Current teaching:
Statistics for Managers