Randolph E. Bucklin is Professor of Marketing at the UCLA Anderson School where he holds the Peter W. Mullin Chair in Management. Professor Bucklin has 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 bar-code 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 the Paul Green Award (2011 and 2012) and the O’Dell Award (2015).
Professor Bucklin is currently co-editor of the Journal of Marketing Research and serves on the policy and editorial boards of Marketing Letters. He was co-editor-in-chief of Marketing Letters from 2006 to 2010 and has served on the editorial boards of Marketing Science and the International Journal of Research in Marketing.
At UCLA, Professor Bucklin has taught courses in pricing, sales and channel management, and marketing management in the MBA programs. He has offered 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 Faculty Chairman for the Department of Management and Deputy Dean of Academic Affairs for the UCLA Anderson School from 2012-15. Earlier he served as area head for the UCLA Marketing faculty group for six years (2000-04 and 2005-07).
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.