Dr. Carl Mela

Biography

Carl F. Mela is the T. Austin Finch Foundation Professor of Business Administration at Duke University’s Fuqua School of Business. He holds an engineering degree from Brown University and a Ph.D. in Marketing from Columbia University. Professor Mela applies economic statistical models to measure the long-term effects of marketing activity on brand equity and the role of the Internet and new media in consumer-firm behavior. His scholarly work has been published in prestigious journals such as the Journal of Marketing Research, Marketing Science, the Journal of Marketing, Harvard Business Review, and the Journal of Consumer Research. He has received numerous accolades, including being a finalist for over forty paper awards, including the INFORMS John D.C. Award and the American Marketing Association's William O'Dell and Paul Green Awards. Professor Mela has also served as the Executive Director of the Marketing Science Institute, as a co-editor of Quantitative Marketing and Economics, and as an Associate Editor for Marketing Science and the Journal of Marketing. His expertise is further recognized through his contributions to professional advisory boards, including the Advertising Research Foundation and Unilever.

Research Interests