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

This page is work-in-progress and is very much bounded by memory.

(Please feel free to remind me the names I am forgetting.)

——————————————

Wilfred Amaldoss (Duke)

Ron Berman (Wharton)

Yuxin Chen (NYU)

Ann Coughlan (NW)

Tony Cui (Minnesota)

Preyas Desai (Duke)

Anthony Dukes (USC)

Amir Fazli (Indiana)

Esther Gal-Or (Pitt)

Pedro Gardete (Stanford)

Tansev Geylani (Pitt)

Dave Godes (Maryland)

Liang Guo (HKUST)

Ganesh Iyer (Berkeley)

Sanjay Jain (Texas A & M)

Kinshuk Jerath (Columbia)

Baojun Jiang (Wash U St Louis)

Yogesh Joshi (Maryland)

Yuichiro Kamada (Berkeley)

Zsolt Katona (Berkeley)

Tony Ke (MIT)

Oded Koeningsberg (LBS)

Dmitri Kuksov (UTD)

Krista Li (Indiana)

Vijay Mahajan (Texas Austin)

Dina Mayzlin (USC)

Eitan Muller (NYU)

Chakravarti Narasimhan (Wash U St. Louis)

Aniko Oery (Yale)

Elie Ofek (Yale)

Debu Prohit (Duke)

Jagmohan Raju (Wharton)

Olivier Rubel (UC Davis)

Miklos Sarvary (Columbia)

Amin Sayedi (U Wash)

Roni Shachar (IDC Herzliya)

Greg Shaffer (Rochester)

Mengze Shi (Toronto)

Jiwoong Shin (Yale)

Woochel Shin (Florida)

Steve Shugan (Florida)

Jeff Shulman (U Wash)

Duncan Simester (MIT)

Kannan Srinivasan (Carnegie Mellon)

David Soberman (Toronto)

Upender Subramanian  (UTD)

Monic Sun (BU)

Jeanine Miklos-Thal (Rochester)

Rajiv Tyagi (UC Irvine)

R. Venkatesh (Pitt)

Miguel Villas-Boas (Berkeley)

Yanhao Wei (USC)

Berger Wernerfelt (MIT)

Pinar Yildirim (Wharton)

Hema Yoganarasimhan (U Wash)

Robert Zeithammer (UCLA)

Z. John Zhang (Wharton)

Juan Juan Zhang (MIT)

Bobby Zhou (Maryland)

Yi Zhu (Minnesota)