Joseph Pancras, PhD

Associate Professor, Marketing (Affiliate)

Research Overview

Marketing professor Joseph Pancras uses quantitative techniques to study targeted marketing and firm spatial competition in digital contexts such as mobile and online promotions as well as the interaction between digital and traditional marketing promotions. He also studies the effects of poaching and retail competition in the area of online paid search advertising, and firm and distribution channel competition in the context of targeted marketing and customer relationship management. His research has been published in Journal of Marketing Research, Management Science, Journal of Retailing and Journal of Interactive Marketing. His 2007 paper titled ‘Optimal Marketing Strategies for a Customer Data Intermediary’ won the 2008 Donald Lehmann award for best dissertation-based paper in the Journal of Marketing Research and his 2008 paper titled ‘Cross Buying in Retailing: Drivers and Consequences’ won the 2010 William Davidson award for best paper in the Journal of Retailing.

Dr. Pancras has several years of industry experience in custom marketing research in leading research groups such as Kantar and Taylor Nelson-Sofres, and brings these experiences to bear on his research and teaching.


2005 – Ph.D. Marketing
Leonard N. Stern School of Business, New York University
Dissertation Title: Essays on Consumer Personalization
Co-Chairs: Joel Steckel, K. Sudhir (at Yale)

2003 – M. Phil. Marketing
Stern School of Business, New York University

1996 – M.B.A.
Bharathidasan Institute of Management, Trichy, India
(co-majors: Marketing Research and Finance)

1992 – B.E. Electronics and Communication Engineering
PSG College of Technology, Coimbatore, India

Recent Publications

Contact Information
Mailing AddressMarketing Department
School of Business
2100 Hillside Road, Unit 1041
Storrs, CT 06269-1041