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Tulin Erdem

Tulin Erdem

Joined Stern 2006

Leonard N. Stern School of Business
Tisch Hall
40 West Fourth Street, 913
New York, NY 10012

E-mail terdem@stern.nyu.edu
Personal website

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Biography

Tulin Erdem joined New York University Stern School of Business as a Leonard N. Stern School Professor of Business and Professor of Marketing in July 2006.

Before joining Stern in 2006, Tülin Erdem has also been the E.T. Grether Professor of Business Administration and Marketing at the Haas School of Business, University of California at Berkeley, where she served also as the Associate Dean for Academic Affairs and the Marketing Group Chair, and the Ph.D. Director at the Haas School of Business.

Her research interests include advertising, brand management and equity, consumer choice, customer relationship management, decision-making under uncertainty, econometric modeling and pricing. She has published several papers in top field journals. She has received best paper awards, as well major research grants, including two major National Science Foundation grants. She is the editor for the Journal of Marketing Research, holds editorial posts at Marketing Science, Quantitative Marketing and Economics and Journal of Consumer Research, and is an editorial board member at the Journal of Marketing Research, Journal of Marketing, International Journal of Research in Marketing, Journal of the Academy of Marketing Science and Marketing Letters.

Tülin Erdem also served as the President of INFORMS Marketing Society (ISMS). She has been the editor- in-chief of Journal of Marketing Research since July 2009. Her term will end on June 30, 2012.

Tülin Erdem has a BA (Boğaziçi University) and MA in Economics and Ph.D. in Business Administration (University of Alberta).

Research Interests

  • Advertising and Pricing
  • Branding, Brand Equity and Brand Management
  • Econometric Modeling
  • Individual Decision-Making & Choice
  • Marketing Science Models of Consumer Behavior

Academic Background

Ph.D., Business Administration, 1993
University of Alberta

A.B.D., Economics, 1989
University of Alberta

M.A., Economics, 1987
University of Alberta

B.A., Economics, 1986
Boğazici University

Awards & Appointments

 
John D.C. Little Best Paper Award Finalist 2008
Journal of Marketing Outstanding Reviewer Award 2007
William O’Dell Best Paper Award Finalist 2003
National Science Foundation (NSF) grant, SBR-9812067, $ 178,000.00 1998
John D.C. Little Best Paper Award Winner 1996

Selected Publications

Shachar, Ron, Tülin Erdem, Gavan Fitzsimons, Keisha Wells (2011)
Brands: The Opiate of the Non-Religious Masses?
Marketing Science 30, 92-110

Erdem, Tülin, Michael Katz and Baohong Sun (2010)
A Simple Test for Distinguishin between Internal Reference Price Theories
Quantitative Marketing and Economics 8, 303-332

Yang, Sha, Yi Zhao, Tülin Erdem, Ying Zhao (2010)
Modeling the Intra-Household Behavioral Interaction
Journal of Marketing Research, 47 (3), 470-484.

Ching, Andrew, Tülin Erdem and Michael Keane (2009)
Brand Choice with Partially Observed Prices
Journal of Applied Econometrics 24, 3 (March-April), 393-420.

Erdem, Tülin, Michael Keane and Baohong Sun (2008)
A Dynamic Model of Brand Choice When Price and Advertising Signal Product Quality
Marketing Science, 27 (6), 1111-1125.

Areas of Expertise

Marketing

  • Advertising/Marketing/PR Strategies
  • Brand Reputation Management
  • Consumer Psychology/Behavior
  • Digital Marketing/Advertising
  • International Marketing
  • Market Research
  • Pricing
  • Promotions
  • Trademarks