Randolph E. Bucklin is Professor of Marketing and Peter W. Mullin Chair in Management at the UCLA Anderson School. He currently serves as Faculty Chairman and Deputy Dean of Academic Affairs for the School. Professor Bucklin holds a Ph.D. in Business (Marketing) and an M.S. in Statistics from Stanford University and an A.B. in Economics from Harvard University.
Professor Bucklin’s research interests are in the quantitative analysis of customer purchase behavior. He specializes in choice models using historical records of customer transactions from scanner and Internet data. Using these models, he studies how customers respond to changes in marketing activity (e.g., advertising, price, promotions, distribution), how customers are segmented in their behavior, and how rival brands and stores compete. He has extensively studied customer behavior in variety of retail settings, including consumer packaged goods, automotive markets, and e-commerce. His work has been published widely in the leading academic marketing journals and many of his articles have received awards, including both the 2010 and 2011 Paul Green Awards.
Professor Bucklin currently serves on the editorial boards of the Journal of Marketing Research and Marketing Letters. He was co-editor-in-chief of Marketing Letters from 2006 to 2010 and formerly served on the editorial boards of Marketing Science and the International Journal of Research in Marketing.
At UCLA, Professor Bucklin teaches courses in pricing, sales and channel management, and marketing management in the MBA programs. He offers a doctoral seminar on Internet marketing models and advises PhD students, chairing seven dissertations to date. He has received five awards for teaching excellence at UCLA, including the Neidorf "Decade" Teaching Award (2001). In 2010, he received the Dean's Prize for Outstanding Service to the UCLA Anderson Doctoral Program.
Professor Bucklin was chair of the UCLA Marketing faculty for six years, from 2000-04 and 2005-07. In 2012 he was appointed Faculty Chair for the Department of Management and Deputy Dean of Academic Affairs for the UCLA Anderson School.
Professor Bucklin has worked as a consultant at Bain & Company and as a business journalist for The Washington Post. In his current consulting practice, Professor Bucklin helps companies use quantitative tools to improve marketing decision-making. His clients have included Graphics Controls Corporation, Johnson & Johnson, Baxter Healthcare, Hughes Electronics, Qualcomm, Brentwood Associates, and WPP Group. He has also served as an expert witness in a variety of legal matters involving marketing practices and damages estimation.