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 (Duke)

Ron Berman (Wharton)

Yuxin Chen (NYU Shanghai)

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)

Ram Rao (UTD)

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)

Ozge Turut (Rutgers)

R. Venkatesh (Pitt)

Miguel Villas-Boas (Berkeley)

Yanhao Wei (USC)

Luc Wathieu (Georgetown)

Berger Wernerfelt (MIT)

Pinar Yildirim (Wharton)

Robert Zeithammer (UCLA)

Z. John Zhang (Wharton)

Juan Juan Zhang (MIT)

Bobby Zhou (Maryland)

Yi Zhu (Minnesota)