Eric T. Anderson
Polk Bros. Chair in Retailing
Professor of Marketing
Eric T. Anderson is the Polk Bros. Chair in Retailing, Professor of Marketing and former Chair of the Marketing Department at Northwestern University, Kellogg School of Management and Founder of the Kellogg-McCormick MBAi Program. He holds a Ph.D. in Management Science from MIT Sloan School of Management and previously held appointments at the University of Chicago Booth School of Business and the W.E. Simon Graduate School of Business at the University of Rochester.
Professor Anderson's research interests include analytics, AI/ML, customer loyalty, retailing, pricing strategy, innovation and channel management. His recent research has been conducted with various companies around the world and has impacted both management practice and academic theory. His articles have appeared in scholarly journals such as Journal of Marketing Research, Marketing Science, Management Science, Journal of Economic Theory, and Quarterly Journal of Economics. He has also published three articles in Harvard Business Review and an article in Sloan Management Review. His 2004 paper on the long-run impact of pricing and promotions was recently recognized for its enduring impact on the field of marketing. His 2014 paper on deceptive product reviews won the Paul E. Green award for the best paper in Journal of Marketing Research.
Professor Anderson is served marketing department editor of Management Science from 2014 to 2023.
At Kellogg, Professor Anderson teaches Customer Loyalty in the MBA program and Marketing Analytics in the EMBA program. He developed the Pricing and Retail Analytics MBA course. He is a four-time winner of the Sydney Levy Award for best elective at Kellogg. Professor Anderson serves on the Board of Directors for Canadian Tire and is an advisor for LiftLab.
- Analytics and AI
- pricing strategies
- channel management
- new products
- Retail Analytics
- Pricing Strategy and Tactics
- Channel Management
- Launching New Products
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PhD, 1995, Marketing, Massachusetts Institute of Technology
MS, 1989, Engineering-Economic Systems, Stanford University
BS, 1988, Electrical Engineering, Northwestern University, Highest Honors -
Department Chair, Marketing, Kellogg School of Management, Northwestern University, 2013-present
Professor, Marketing, Kellogg School of Management, Northwestern University, 2009-present
PhD Program Coordinator, Marketing, Kellogg Graduate School of Business, Northwestern University, 2007-2010
Hartmarx Research Professorship, Kellogg School of Management, Northwestern University, 2007-present
Associate Professor, Marketing, Kellogg School of Management, Northwestern University, 2004-2009
Visiting Assistant Professor, Marketing, Kellogg School of Management, Northwestern University, 2003-2004
Assistant Professor of Marketing, Graduate School of Business, University of Chicago, 1997-2003
Assistant Professor, Marketing, William E. Simon Graduate School of Business, University of Rochester, 1995-1997 -
Sydney J. Levy Teaching Award, Kellog School of Management
Weitz-Winer-O’Dell Award for “Harbingers of Failure”, Vol. 52, No. 5, October 2015
Recognizes an article in the Journal of Marketing Research that has made the most significant long-term contribution to marketing theory, methodology, and/or practice., American Marketing Association
Sidney J. Levy Award for Excellence in Teaching, Kellogg School of Management
Long Term Contribution (Naresh Malhotra Award), Review of Marketing Research
Paul E. Green Award, American Marketing Association, Awarded Summer 2015
Sidney J. Levy Teaching Award, Kellogg School of Management
Sidney J. Levy Teaching Award, Kellogg School of Management, 2009-2010
Nominated for Clarence Ver Steeg Graduate Faculty Award, Northwestern University, 2006
Nominated for John D.C Little Best paper Award, INFORMS, 2004
MSI Young Scholar, Marketing Science Institute, 2001 -
Department Editor, Management Science, 2014-2023
Associate Editor, Operations Research, 2012-2018
Editorial Board Member, Journal of Marketing, 2011-2014
Associate Editor, Management Science, 2009-2014
Editorial Board Member, Marketing Science, 2008
Ad-hoc Reviewer, International Journal of Marketing Research, 2000
Editorial Board, Journal of Marketing Research, 2009-Present
Editorial Review Board, Quantitative Marketing and Economics, 2007-Present
Marketing Topics: Behavioral and Quantitative Perspectives (MKTG-565-0)
This seminar focuses on research topics that are central to the field of marketing. Although seminars often consider these questions from either a quantitative or a behavioral, this class provides Ph.D. students with an introduction to research by drawing on both quantitative and behavioral approaches, a broad range of methods, and different research paradigms used in marketing.
Quantitative Marketing: Introduction to Theory and Empirical Methods (MKTG-551-1)
This survey course introduces students to substantive and methodological issues in quantitative marketing. We cover ~6 weeks of material on substantive issues such as pricing, advertising, peer effects, and word of mouth. We also cover ~4 weeks of material on methods of causal inference. The readings are multidisciplinary and include topics from marketing, psychology, microeconomics, operations management, and macroeconomics
Marketing Analytics: Leading with Big Data (MKTGX-950-0)
Big data and analytics represent a huge opportunity for today's business leaders and are of critical importance to marketing. This class will teach senior leaders how to leverage the value and insights of the work done in data science to transform their organization. Big data and analytics is not a technology or data science problem; it's a leadership problem that can and must be solved by leaders. Executives equipped with a working knowledge of data science can massively improve marketing, create operating efficiencies, build new business models, disrupt the competitive status quo of industry and spark innovation. This class will deliver sophisticated data analytics in an easy-to-understand, accessible manner. The content will focus on marketing applications such as pricing, promotion, churn management and memberships (e.g., Amazon Prime). You'll come away equipped with the knowledge you need to seize opportunities that data analytics presents, tools required to put data to practical use and insights to leverage analytics for increased efficiency, productivity or new business opportunities. A solid understanding of Microsoft Excel is required for this course.
Loyalty Co.: The Business of Customer Loyalty (MKTG-948-0)
Customer loyalty is foundational to value creation by a wide and growing range of enterprises. This course teaches a strategic approach to the development of customer loyalty. It provides a comprehensive framework for thinking critically about customer loyalty, a structured approach to the development of customer loyalty strategies and practical imperatives for the design, development and execution of loyalty programs and related marketing activities. The course is organized in three parts: customer strategy, loyalty strategy and loyalty programs. You learn how to design a loyalty program. Additionally, we focus on related subjects such as: customer differentiation and valuation, CRM and personalization at scale. The course concentrates on how to develop customer strategy, loyalty strategy and loyalty programs in actual practice. We use lots of current examples from a wide range of businesses (e.g., retail, travel, financial services, telecom, health care, CPG) including both B-C and B-B. The class sessions combine lecture, group discussion, a class debate and usually an outside speaker. The course readings are two short books and a set of articles. There are three assignments including two individual and one group assignment. The group assignment that culminates the course is to design a loyalty program for a cruise line. There is no final exam.
Retail Analytics and Pricing (MKTG-462-0)
This course will teach you how to use analytics and data to address decisions faced by retailers and manufacturers. Pricing and promotion decisions are emphasized, with additional coverage on topics such as private labels, product assortment, trade funding, shopper marketing, and more. The course is organized around a hierarchy of topics. We spend roughly one week understanding pricing and promoting to an individual customer. This analysis provides the foundation as we move to more aggregate decisions, such as setting regular and promoted prices at the product level, managing category pricing, and understanding the drivers of store traffic. As we progress through this hierarchy of decisions, we illustrate how different types of data can---or can't---be used to answer managerial questions. A key part of the class is understanding the limitations of different types of data and how better planning can both simplify the analytics and increase your confidence in the findings. This class is very practical and hands-on. Most of the data we analyze is from real-world managerial problems, through collaborations with leading retailers and consulting firms who have brought problem-driven challenges to the classroom. Weekly homework assignments, both individual and group, are paired with in-class cases. There is no final exam.
MBAi Immersion Internship (MBAI-940-0)
MBAi AI Leaders (MBAI-920-5)
MBAi Seminar Series (MBAI-910-25)
This course is available only to students in the MBAI Program
Field Study (MBAI-498-0)
Field Studies include those opportunities outside of the regular curriculum in which a student is working with an outside company or non-profit organization to address a real-world business challenge for course credit under the oversight of a faculty member.
