Joseph Pancras

Education/Professional Certification

• Ph.D., Marketing, Stern School of Business, New York University, 2005
• M.Phil., Marketing, Stern School of Business, New York University, 2002
• MBA, Bharathidasan Institute of Management, Trichy, India, 1996
• B.E., Electronics & Communication Engineering, PSG College of Technology, Coimbatore, India, 1992

Areas of Expertise

• Targeted Marketing in Mobile and Digital Media
• Retail Competition
• Customer relationship management (CRM) using Digital Marketing and Analytics
• Cross-category and cross-media marketing
• Competitive Marketing Strategy

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.

Featured Publications

• An Empirical Investigation of Retail Expansion and Cannibalization in a Dynamic Environment (2012), (with S. Sriram and V. Kumar), Management Science, November, 2012, Vol. 58, No.11, 2001-2018.
• Optimal Marketing Strategies for a Customer Data Intermediary (2007), (with K Sudhir), Journal of Marketing Research, November 2007, Vol. 44, No.4, 560- 578.
• Cross-buying in retailing: Drivers and consequences (2008), (with V Kumar and Morris George), Journal of Retailing, April 2008, Vol. 84, No. 1, 15-27.
• The Nested Consideration Model: Investigating Dynamic Store Consideration Sets and Store Competition” (2011), European Journal of Operational Research, Vol. 14, No.2, 340-347.