Carl F Mela

I am the T. Austin Finch Foundation Professor of Marketing at Duke University and past Executive Director of the Marketing Science Institute. I received my engineering degree from Brown University and a Ph.D. in Marketing from Columbia University. 

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My research focuses on the long-term effects of marketing activity on brand equity and how digital marketing technology shapes consumer and firm behavior. This research has received or been a finalist for over forty best paper awards including the INFORMS John D.C. Little and Morrison Long-Term Impact Awards and the American Marketing Association’s Weitz-Winer-O’Dell and Paul Green Awards.

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Currently, I am a co-Editor at Quantitative Marketing and Economics and serve or have served as an Associate Editor of the Journal of Marketing Research and Marketing Science. Professional boards include the Word of Mouth Marketing Association, Unilever, Information Resources, Incorporated, the Marketing Science Institute, and the Advertising Research Foundation.