Sitemap
A list of all the posts and pages found on the site. For you robots out there, there is an XML version available for digesting as well.
Pages
Posts
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publications
Measuring Long-Run Marketing Effects and Their Implications for Long-Run Marketing Decisions
Bronnenberg, B., Dubé, J. P., Mela, C., Albuquerque, P., Erdem, T., Gordon, B. R., Hanssens, D., Hitsch, G., Hong, H., & Sun, B. (2008). "Measuring Long-Run Marketing Effects and Their Implications for Long-Run Marketing Decisions." Marketing Letters. 19, 367-382.
A Dynamic Model of Consumer Replacement Cycles in the PC Processor Industry
Gordon, B. R. (2009). "A Dynamic Model of Consumer Replacement Cycles in the PC Processor Industry." Marketing Science. 28(5), 846-867.
- Winner, John D. C. Little Best Paper Award, INFORMS, 2009
- Finalist, Frank M. Bass Dissertation Award, INFORMS, 2009
- Finalist, Donald G. Morrison Long-Term Impact Award, INFORMS, 2017 & 2018
Drs. Muth and Mills Meet Dr. Tiebout: Integrating Location-Specific Amenities into Multi-Community Equilibrium Models
Epple, D., Gordon, B. R., & Sieg, H. (2010). "Drs. Muth and Mills meet Dr. Tiebout: Integrating Location-Specific Amenities into Multi-Community Equilibrium Models." Journal of Regional Science. 50(1), 381-400.
A New Approach to Estimating the Production Function for Housing
Epple, D., Gordon, B. R., & Sieg, H. (2010). "A New Approach to Estimating the Production Function for Housing." American Economic Review. 100(3), 905-924.
Competitive Strategy for Open Source Software
Kumar, V., Gordon, B. R., & Srinivasan, K. (2011). "Competitive Strategy for Open Source Software." Marketing Science. 30(6), 1066-1078.
Revisiting the Workshop on Quantitative Marketing and Structural Econometrics
Gordon, B. R., Thomadsen, R., Bradlow, E. T., Dubé, J. P., & Staelin, R. (2011). "Revisiting the Workshop on Quantitative Marketing and Structural Econometrics." Marketing Science. 30(6), 945-949.
Does AMD Spur Intel to Innovate More?
Goettler, R. L. & Gordon, B. R. (2011). "Does AMD spur Intel to innovate more?." Journal of Political Economy. 119(6), 1141-1200.
Download Paper | Preprint (PDF)
Marketing and Politics: Models, Behavior, and Policy Implications
Gordon, B. R., Lovett, M., Shachar, R., Arceneaux, K., Moorthy, S., Peress, M., Rao, A., Sen, S., Soberman, D., & Urminsky, O. (2012). "Marketing and Politics: Models, Behavior, and Policy Implications." Marketing Letters. 23(2), 391-403.
Advertising Effects in Presidential Elections
Gordon, B. R. & Hartmann, W. (2013). "Advertising Effects in Presidential Elections." Marketing Science. 32(1), 19-35.
- Finalist, John D. C. Little Best Paper Award, INFORMS, 2013
Does Price Elasticity Vary with Economic Growth? A Cross-Category Analysis
Gordon, B. R., Goldfarb, A., & Li, Y. (2013). "Does Price Elasticity Vary with Economic Growth? A Cross-Category Analysis." Journal of Marketing Research. 50(1), 4-23.
Competition and Product Innovation in Dynamic Oligopoly
Goettler, R. L. & Gordon, B. R. (2014). "Competition and Product Innovation in Dynamic Oligopoly." Quantitative Marketing and Economics. 12(1), 1-42.
A Dynamic Model of Rational Addiction: Evaluating Cigarette Taxes
Gordon, B. R. & Sun, B. (2015). "A Dynamic Model of Rational Addiction: Evaluating Cigarette Taxes." Marketing Science. 34(3), 452-470.
Multiplicity of Equilibria and Information Structures in Empirical Games: Challenges and Prospects
Borkovsky, R., Ellickson, P., Gordon, B. R., Aguirregabiria, V., Gardete, P., Grieco, P., Gureckis, T., Ho, T. H., Mathevet, L. & Sweeting, A. (2015). "Multiplicity of Equilibria and Information Structures in Empirical Games: Challenges and Prospects." Marketing Letters. 26(2), 115-125.
Advertising Competition in Presidential Elections
Gordon, B. R. & Hartmann, W. R. (2016). "Advertising Competition in Presidential Elections." Quantitative Marketing and Economics. 14(1), 1-40.
- Runner-up, Dick Wittink Prize, QME, 2016
LETTER: Field studies of psychologically targeted ads face threats to internal validity
Eckles, D., Gordon, B. R., & Johnson, G. A. (2018). "LETTER: Field studies of psychologically targeted ads face threats to internal validity." Proceedings of the National Academy of Sciences. 115(23), E5254-E5255.
An Empirical Study of National vs. Local Pricing by Chain Stores under Competition
Li, Y., Gordon, B. R., & Netzer, O. (2018). "An Empirical Study of National vs. Local Pricing by Chain Stores under Competition." Marketing Science. 37(5), 812-837.
A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook
Gordon, B. R., Zettelmeyer, F., Bhargava, N., & Chapsky, D. (2019). "A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook." Marketing Science. 38(2), 193-225.
- Winner, John D. C. Little Best Paper Award, INFORMS, 2019
- Winner, Robert D. Buzzell Best Paper Award, Marketing Science Institute, 2020
- Winner, Donald G. Morrison Long-Term Impact Award, INFORMS, 2025
Inefficiencies in Digital Advertising Markets
Gordon, B. R., Jerath, K., Katona, Z., Narayanan, S., Shin, J., & Wilbur, K. C. (2021). "Inefficiencies in Digital Advertising Markets." Journal of Marketing. 85(1), 7-25.
Digitization and Flexibility: Evidence from the South Korean Movie Market
Yang, J., Anderson, E. T., & Gordon, B. R. (2021). "Digitization and Flexibility: Evidence from the South Korean Movie Market." Marketing Science. 40(5), 821-843.
Disentangling Ad Tone Effects on Voter Turnout and Candidate Choice in Presidential Elections
Gordon, B. R., Lovett, M. J., Luo, B., & Reeder, J. C. (2023). "Disentangling Ad Tone Effects on Voter Turnout and Candidate Choice in Presidential Elections." Management Science. 69(1), 220-243.
Close Enough? A Large-Scale Exploration of Non-experimental Approaches to Advertising Measurement
Gordon, B. R., Moakler, R., & Zettelmeyer, F. (2023). "Close Enough? A Large-Scale Exploration of Non-experimental Approaches to Advertising Measurement." Marketing Science. 42(4), 768-793.
- Winner, John D. C. Little Best Paper Award, INFORMS, 2023
- Winner, Robert D. Buzzell Best Paper Award, Marketing Science Institute, 2024
Amazon Ads Multi-Touch Attribution
Lewis, R., Zettelmeyer, F., Gordon, B. R., Garib, C., Hermle, J., Perry, M., Romero, H. and Schnaidt, G. (2025). "Amazon Ads Multi-Touch Attribution." arXiv preprint arXiv:2508.08209.
Characterizing and Minimizing Divergent Delivery in Meta Advertising Experiments
Burtch, G., Moakler, R., Gordon, B. R., Zhang, P., and Hill, S. (2025). "Characterizing and Minimizing Divergent Delivery in Meta Advertising Experiments." arXiv preprint arXiv:2508.21251.
Multicell experiments for marginal treatment effect estimation of digital ads
Waisman, C. & Gordon, B. R. (2025). "Multicell experiments for marginal treatment effect estimation of digital ads." Management Science, 71(9):7970-7989.
Download Paper | Preprint (PDF)
Predicted Incrementality by Experimentation (PIE) for Ad Measurement
Gordon, B. R., Moakler, R., & Zettelmeyer, F. (2026). "Predicted Incrementality by Experimentation (PIE) for Ad Measurement." Management Science, forthcoming.
Personalization and Targeting: How to Experiment, Learn & Optimize
Lemmens, A., Roos, J., Gabel, S., Ascarza, E., Bruno, H., Gordon, B. R., Israeli, A., Feit, E. M., Mela, C., & Netzer, O. (2026). "Personalization and Targeting: How to Experiment, Learn & Optimize." International Journal of Research in Marketing, 43(2B), 537-559.
teaching
TBD
, Stanford Graduate School of Business, 1900
Course information for the coming academic year will be posted here soon.