Jacquelyn Thomas

Associate Professor of Marketing Frank and Susan Dunlevy Faculty Fellow at Cox School of Business


  • Cox School of Business



Cox School of Business


Professor Thomas'' research interests are in the areas of CRM, direct marketing, multichannel retailing, and marketing communications.  She has written a book entitled Customer Equity and published in the Journal of Marketing ## Research, Journal of Marketing, Marketing Science, Harvard Business Review, Journal of the Academy of Marketing Science, Journal of Retailing, International Journal of ## Research in Marketing, Journal of Service ## Research, and the Journal of Interactive Marketing.  In 2006 she won the "Marketing Science Institute/ H. Paul Root Award" and in 2009 the "Journal of Interactive Marketing Best Paper Award".  She is on the editorial board of the Journal of Marketing and is an ad-hoc reviewer for several other marketing journals.  Professor Thomas has also enjoyed her classroom experiences.  In 2014, 2011, 2004, and 2003, she was recognized for her teaching with the "Distinguished and Outstanding MBA ## Teaching Awards" and "Innovative ## Teaching Awards".

Outside of the classroom, Professor Thomas has been involved in projects or speaking engagements that span a variety of industries including financial services, health care, general merchandise retailing, publishing, and computer manufacturing.  Prior to becoming an academic she worked in the pharmaceutical industry.  She has also been an expert witness in cases involving branding and the valuation of marketing communication effects.


Customer Relationship Management
Marketing Communications and Social Media
Direct Marketing
Multichannel Retailing

Recent publications

Gopinath, Shyam, Jacquelyn S. Thomas, and Lakshman Krishnamurthi, (2014). “Investigating the Relationship between the Content of Online Word of Mouth, Advertising and Firm Performance,” Marketing Science, 33(2_),_ 241-258.

“B2B Multichannel Behavior: Managing Assortments, Product Condition and Prices” co-authored with Sandy Jap and Rick Briesch. Working paper. 

Thomas, Jacquelyn S., (2012). Expert Comment on “When to Drop an Unprofitable Customer,” Harvard Business Review, April, 2-6.

Dekimpe, Marnik, Katrjin Gielens, Jagmohan Raju, and Jacquelyn S. Thomas, (2011), “Strategic Assortment Decisions in Information-Intensive and Turbulent Environments,” Journal of Retailing, 87S (1), S17-S28.

Reimann, Martin, Oliver Schilke, and Jacquelyn Thomas, (2010). “Customer Relationship Management and Firm Performance: The Mediating Role of Business Strategy,” Journal of the Academy of Marketing Science, 38, 326-346.

Reimann, Martin, Oliver Schilke, and Jacquelyn Thomas, (2010) ”Toward an Understanding of Industry Commoditization: Its Nature and Role in Evolving Marketing Competition,” International Journal of ## Research in Marketing, 27, 188-197.


Teaching Interests

Customer Relationship Management and Data Driven Marketing
Marketing Analytics for Strategic Decision Making

SMU Courses Taught
Marketing 6201 Marketing Management
Marketing 6206 Marketing Implementation
Marketing 6258 Business Metrics
Marketing 3340 Undergraduate Marketing Management

Read about executive education

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