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Management science, marketing, statistics, measuring the effectiveness of advertising and sales promotion, optimal allocation of advertising and sales promotion expenditures, predictive modeling, customer channel migration, database marketing, market response models, buyer-seller negotiations, consumer perceptions and preferences, private labels, retail
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Scott A. Neslin is the Albert Wesley Frey Professor of Marketing at the Tuck School of Business at Dartmouth. He has been at the Tuck School since completing his PhD in 1978 at the Sloan School of Management, MIT. He has served as a visiting scholar at the School of Management, Yale University (1989-1990) and at the Teradata/Duke CRM Center located at the Fuqua School of Management, Duke University (2002).
Professor Neslin's expertise includes sales promotion, market response models, and database marketing. He has investigated issues such as the effect of promotion on consumer stockpiling, brand loyalty, and consumption, as well as the role of advertising in reinforcing brand loyalty. He has researched the application of predictive modeling for cross-selling and identifying customer “churners,” and examined the determinants of customer channel migration. He has published several articles on these and other topics in journals such as Marketing Science, the Journal of Marketing Research, the Journal of Marketing, and the Journal of Interactive Marketing. He is co-author with Professor Robert C. Blattberg of the book, Sales Promotion: Concepts, Methods, and Strategies, published by Prentice-Hall, and author of the monograph Sales Promotion, published by the Marketing Science Institute (MSI). He is an area editor for Marketing Science, and serves on the editorial boards of the Journal of Marketing Research, the Journal of Marketing, and Marketing Letters.
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