Applied theory does not get the credit it deserves. Here is a list of (some of) the amazing applied theory scholars in marketing you should get to know (many of them also do empirical work). Next time someone says theory is small…

This page is work-in-progress and is very much bounded by memory! Please remind me the names I am forgetting.

Wilfred Amaldoss  
Yakov Bart
Jeff Cai
Yuxin Chen 
Ann Coughlan 
Tony Cui 
Preyas Desai 
Anthony Dukes 
Amir Fazli 
Esther Gal-Or 
Pedro Gardete 
Tansev Geylani 
Dave Godes 
Liang Guo 
Ganesh Iyer 
Sanjay Jain 
Kinshuk Jerath 
Baojun Jiang 
Yogesh Joshi 
Yuichiro Kamada 
Zsolt Katona  
Tony Ke  
Oded Koeningsberg 
Dmitri Kuksov 
Krista Li 
Jessie Liu
Vijay Mahajan
Dina Mayzlin
Jeanine Miklos-Thal 
Eitan Muller 
Fei Long 
Chakravarti Narasimhan 
Aniko Oery 
Elie Ofek  
Debu Prohit 
Jagmohan Raju 
Ram Rao
Olivier Rubel 
Miklos Sarvary 
Amin Sayedi 
Roni Shachar 
Greg Shaffer 
Mengze Shi 
Jiwoong Shin 
Woochel Shin 
Steve Shugan 
Jeff Shulman 
Duncan Simester 
Kannan Srinivasan 
David Soberman 
Upender Subramanian 
Monic Sun 
Jeanine Miklos-Thal 
Rajiv Tyagi 
Ozge Turut 
R. Venkatesh 
Miguel Villas-Boas 
Yanhao Wei 
Luc Wathieu 
Berger Wernerfelt  
Pinar Yildirim 
Robert Zeithammer 
Z. John Zhang 
Juan Juan Zhang 
Bobby Zhou 
Yi Zhu