Douglas Bowman

Professor of Marketing Emory University, Goizueta Business School

Atlanta GA

Bowman is an accomplished researcher in marketing, award-winning educator, and proven consultant.

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Biography

Professor Bowman is an accomplished researcher in the quantitative aspects of marketing with a substantive focus in the areas of marketing strategy and customer relationship management. His research has been published in journals that include the Journal of Marketing Research, Marketing Science, and the International Journal of Research in Marketing, articles based on his research have appeared in a number of newspapers and business magazines including the Economist, and he has appeared on television such as CNN and MS-NBC to discuss topics related to marketing strategies and tactics and consumer trends, to name a few. His research into the evolution of customer preferences in a new market won the AMA’s Green Award for the paper published in JMR deemed to have the greatest potential to contribute significantly to the practice of marketing research and research in marketing. Bowman is on the editorial boards of a number of the leading marketing journals; is president-elect of the INFORMS Society for Marketing Science, past-president of AMA’s Market Insights Council; chaired Emory’s University Research Council; and, has chaired major research conferences including the INFORMS Marketing Science Conference (twice) and the AMA’s Advanced Research Techniques Forum.

Bowman’s recent teaching includes courses in product and brand management, and the analysis of marketing data. His teaching has been recognized in multiple ways including the Adler Prize, which honors teaching quality, course innovation and relevance to real-world problem solving in all Goizueta Business School programs over a 3-year period, the Emory Williams Teaching Award, Emory University’s highest teaching honor, and three-times the Outstanding Evening MBA Elective Instructor. While at Purdue University, he was the business school’s Outstanding Undergraduate Teacher four years in a row.

He has served as Area Coordinator for Marketing, Senior Associate Dean for External Relations, Senior Associate Dean for Working Professionals MBA Programs, and was founding co-director of the Emory Marketing Analytics Center.

He has executive education and consulting experience in areas related to marketing analytics and research, product and brand management, consumer behavior, new product development, and marketing strategy, and he has served as an expert witness in litigation.

Outside of Emory, he enjoys running, fitness, and scoring a goal or two for his ice hockey team.

Education

The Wharton School, University of Pennsylvania

PhD

Marketing

1993

University of Pennsylvania

Business Economics

1992

Ivey School of Business, University of Western Ontario

MBA

1987

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Areas of Expertise

Marketing Strategy

Customer Behavior

Brand Management

Product Management

Research Spotlight

Oct 30, 2023

3 min

Holiday Season is Almost Here and Goizueta Business School has Holiday Experts Ready to Help

The holidays are the difference between operating in the red and operating in the black for many retail businesses. The Goizueta Business School has experts who can provide insight and expertise on a wide range of stories. Economics of the Holiday Season Economist Tom Smith can discuss seasonal hiring, retail expectations, and the importance of the holiday season to retailers. Black Friday Doug Bowman can discuss retail expectations and the importance of the holiday season to retailers. He expects this year shoppers will go to fewer stores and not travel long distances, delivery capacity will be an issue, and work from home/school purchases will be hot. AI Changing How We Shop David Schweidel can discuss how new AI tools are changing how we shop and how brands are using AI to reach prospective customers. Product Reviews See Huge Increases: How Reviews Impact Holiday Shopping What do reviews mean for the shopping experience and do reviews impact purchase? Reshma Shah can discuss the impact reviews have on the point of purchase. Product Returns Marat Ibragimov can discuss the retail strategy and impact of holiday gift returns, comparing online returns to brick and mortar. Food and Travel Pricing Saloni Firasta Vastani can discuss the cost of this year’s holiday dinners. What’s gone up and what’s gone down? She can also discuss the cost of travel this holiday season and what consumers can do to get a better deal. Avoiding Holiday Overspend Rohan Ganduri can discuss how holiday shopping can expose consumers to credit products like store credit cards that offer various incentives to take up the credit card, often resulting in overspending. Ganduri can discuss his latest research paper on how taking up store credit cards can impact consumers’ future credit outcomes. Social Media & Advertising David Schweidel can discuss how micro influencers work, how using product placement can cut through the advertising clutter, and the power of product reviews. The Constantly Changing Online Retail Experience Styling videos, personal shoppers, messaging, and even Augmented Reality (AR) are being used to generate purchases. Doug Bowman can discuss how stores are reimagining the shopping experience to attract customers in person and online. Influencers Influencing Our Purchases How are creators impacting the economy and are influencers impacting our purchasing decisions? Marina Cooley looks at the creator economy and how TikTok and Instagram are impacting our holiday wish lists and what it takes for a product to go from unknown to trending. She can also discuss how this holiday season will help normalize in-app TikTok shopping (something Instagram has struggled to execute on). How to Attract Customers to the Store this Holiday: Merging Online and In-person Experiences May be the Answer Shopping looks different and it is up to retailers to stand out not just in the brick and mortar world but also online. The success of a business can balance on the customer experience. Reshma Shah can discuss the policies brick and mortar retailers need to have in place to successfully merge online shopping and the in-person shopping experience. To book your expert interview, call Kim Speece at (404) 849-6579 or email her at kim@leffassociates.com or simply click on the icon available. To find an expert on a specific topic, click the “Search” feature at https://goizueta.emory.edu/faculty/profiles. To check out other recent research, visit https://www.emorybusiness.com/faculty-research/.

In the News

Starting holiday shopping early? Use Amazon's Buy with Prime to score benefits.

USA Today online

2023-11-17

Amazon is extending its Prime benefits to users interested in shopping on a retailer's website but getting Prime benefits through an expanded program.

Revenge spending

WSB-AM radio

2021-07-18

Featuring Doug Bowman

Coca-Cola Is Changing the Flavor of a Soda. Again.

New York Times online

2021-07-16

This time around, the change is not likely to cause the same sort of backlash, despite some of the early grumbling, said Doug Bowman, professor of marketing at Emory University’s Goizueta Business School.

“This is a strategy where Coke is trying to stay ahead of the market,” he said.