Carl Mela

Academic Area: Marketing

Teaching / Research Interests

Core Marketing, Product Management

Bio

Carl F. Mela is the T. Austin Finch Foundation Professor of Marketing at Duke University. He holds an engineering degree from Brown University, and a Ph.D. in Marketing from Columbia University. Prior to his Ph.D., he held management positions at Hewlett Packard, Hughes Space and Communications, and Proxima Corporation. 

Prof. Mela applies economic and statistical models to generate insights regarding the long-term effects of marketing activity on brand equity as well as the role the Internet and new media on consumer and firm behavior. Articles along these lines appear in the Journal of Marketing Research, Marketing Science, Journal of Marketing, Harvard Business Review, the Journal of Consumer Research and have received or been a finalist for thirty best paper awards including the INFORMS John D.C. Little Award and the American Marketing Association’s William O’Dell and Paul Green Awards. 

Prof. Mela serves or has served as an Associate Editor of the Journal of Marketing Research, and Quantitative Marketing and Economics and is on the editorial boards of the Marketing Science, Journal of Marketing and Marketing Letters. Professional boards include the Word of Mouth Marketing Association, Unilever and Information Resources, Incorporated.