Donald R. Lehmann
George E. Warren Professor of Business
Marketing Division
BS, Union, 1966; MSIA, Purdue, 1967; PhD, 1969
Joined CBS in 1969
Office:
726
Kravis
Phone:
212-854-3465
E-mail:
[email protected]
Fax:
212-854-7647
Curriculum Vitae
Biography
Professor Lehmann teaches several different marketing courses. His research focuses on individual and group choice and decision making, the adoption of innovation and new product development, and the management and valuation of marketing assets (brands, customers). He is also interested in knowledge accumulation, empirical generalizations and information use. Lehmann has published more than 100 articles and books, serves on the editorial boards of several academic journals and is the founding editor of Marketing Letters. He is a past president of the Association for Consumer Research, former executive director (1993–1995, 2001–2003) of the Marketing Science Institute, and former co-editor of the International Journal of Research in Marketing.
Teaching
Spring 2022
Marketing for Organic Revenue Growth
(EMBA)
Spring 2021
Marketing for Organic Revenue Growth
(EMBA)
Summer 2021
(PhD) Marketing Research Seminar
(PHD)
Spring 2020
Marketing for Organic Revenue Growth
(EMBA)
Summer 2020
(PhD) Marketing, Decisions & Methods
(PHD)
Spring 2019
Marketing for Organic Revenue Growth
(EMBA)
Summer 2019
(PhD) Marketing Research Seminar
(PHD)
Summer 2018
Columbia Caseworks cases
Forecasting Adoption and Sales
(2018)
Coauthor(s): Donald R. Lehmann
Anticipating Demand and Forecasting Sales
(2016)
Coauthor(s): Donald R. Lehmann
Making Marketing Decisions
(2008)
Coauthor(s): Donald Lehmann
Encouraging Innovation and New Product Adoption
(2008)
Coauthor(s): Donald R. Lehmann
What's a Customer Worth?
(2008)
Coauthor(s): Donald R. Lehmann
In The Media
Coronavirus and Holiday Shopping Survey
NFL Wades Back into Controversy with New Super Bowl Ad about Police Shootings
Want Co-Workers to Vote Your Way? Then Stop Pestering Them
Press Releases
Awards And Honors
Inaugural Recipient
Winner
Routledge-Taylor & Francis/Society for Marketing Advances (SMA) Distinguished Scholar Award
American Marketing Association Special Interest Group, Lifetime Achievement Award, acknowledging the accomplishments of a consumer behavior scholar who has made significant and long-standing contributions to the field.
Journal of Consumer Research Outstanding Reviewer Award
American Marketing Association Fellow
Association for Consumer Research Distinguished Service Award
Stahl, Florian, Mark Heitmann, Donald R. Lehmann, and Scott A. Neslin (2012) "The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin", Journal of Marketing, 76, July, 44-63.
Stahl, Florian, Mark Heitmann, Donald R. Lehmann, and Scott A. Neslin (2012) "The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin" (MSI Report No. 10-116)
Biswas, Dipayan, Patricia Norberg, and Donald R. Lehmann (2010) "Evaluating Ratio Data and the Role of Consumer Processing Mode: Can Analytical Processing Bias Judgments?"
Academy of Marketing Science
Marketing Division of TIMS/ORSA
To honor the individual who has contributed the most to the advancement of theory and practice in marketing science.
The William F. O'Dell Award is given to the author of the Journal of Marketing Research article that has made the most significant long-run contribution to the marketing discipline. Gupta, Sunil, Donald R. Lehmann, and Jennifer Stuart (2004) "Valuing Customers," Journal of Marketing Research, 41:1, February, 7-18
Thozhur, Anil, Mark Heitmann, and Donald R. Lehmann (2007) "The Impact of Brand Mergers on Choice: The Role of Confidence, Loyalty, and Managerial Intent"
Grupta, Sunil and Donald R. Lehmann (2005) Managing Customers as Investments: The Strategic Value of Customers in the Long Run, Philadelphia, Wharton School Publishing
For substantial contributions and dedication to the ongoing advancement of marketing research practice.
This award is given in recognition of his career contributions and "significant impact on scholarly work in consumer behavior."
Gupta, Sunil and Donald R. Lehmann (2005) Managing Customers as Investments, Philadelphia, Wharton School Publishing
Kopalle, Praveen and Donald R. Lehmann, (2006) Optimal Quality and Advertised Quality When Entering a Market: What Should the Promise Be?, Marketing Science, 25, January-February, 8-24
Gupta, Sunil, Donald R. Lehmann, and Jennifer Stuart (2004) Valuing Customers, Journal of Marketing Research, 41, February, 7-18.
The Churchill Award for lifetime achievement in the academic study of Marketing Research is given each year by the American Marketing Association Market Research Special Interest Group to honor Dr. Gilbert A. Churchill.
Ailawadi, Kusum L., Donald R. Lehmann, and Scott A. Neslin (2003) Revenue Premium as an Outcome Measure of Brand Equity, Journal of Marketing, 67:4, October, 1-17
Gupta, Sunil and Donald R. Lehmann (2002) Customers as Assets, Journal of Interactive Marketing, 17, Winter, 1-16.
Krishna, Aradhna, Richard Briesch, Donald R. Lehmann, and Hong Yuan (2002) A Meta-Analysis of the Impact of Price Presentation on Perceived Savings, Journal of Retailing, 78, Summer, 101-18.
Gupta, Sunil, Donald R. Lehmann, and Jennifer Stuart (2001) Valuing Customers, MSI Paper 01-119. Cambridge, MA: Marketing Science Institute.
The William F. O'Dell Award is given to the author of the Journal of Marketing Research article that has made the most significant long-run contribution to the marketing discipline. Mela, Carl, Sunil Gupta, and Donald R. Lehmann (1997) The Long Term Impact of Promotion and Advertising on Consumer Brand Choice, Journal of Marketing Research, 34, May, 248-61.
Goldenberg, Jacob, Donald R. Lehmann, and David Mazursky (2001) The Idea Itself and the Circumstances of Its Emergence as Predictors of New Product Success, Management Science, 47:1, January, 69-84.
The Converse Awards, established in 1946, honor scholars who have made outstanding and enduring contributions to the science of marketing. Award winners present their landmark contributions to the field at a symposium which is held every four years.
This annual award is designed to be the highest honor a marketing educator can receive. A recipient must be universally acknowledged as a long-standing leader in marketing education and he or she must have made extensive contributions to marketing education and the marketing discipline in general.
Mela, Carl, Sunil Gupta, and Donald R. Lehmann (1997) The Long Term Impact of Promotion and Advertising on Consumer Brand Choice Journal of Marketing Research, 34, May, 248-61.
Sultan, Fareena, John U. Farley, and Donald R. Lehmann (1990) A Meta-Analysis of Applications of Diffusion Models, Journal of Marketing Research, 27, February, 70-77.
An honor given to a graduate whose service within the academic community reflects the spirit and service of former Krannert Dean John Day.
The American Marketing Association (AMA) began recognizing excellent dissertations in 1960 by inviting top candidates to present their papers at the annual Marketing Educators' Conference.