Carl F. Mela is the T. Austin Finch Foundation Professor of Marketing at Duke University, a past Executive Director of the Marketing Science Institute, and an INFORMS Society for Marketing Science Fellow. He holds an engineering degree from Brown University, and a Ph.D. in Marketing from Columbia University. Prior to his Ph.D., he held management positions at Hewlett Packard, Hughes Space and Communications, and Proxima Corporation. 

Prof. Mela applies economic and statistical models to generate insights regarding the long-term effects of marketing activity on brand equity as well as the role the Internet and new media on consumer and firm behavior. Articles along these lines appear in the Journal of Marketing Research, Marketing Science, Journal of Marketing, Harvard Business Review, the Journal of Consumer Research and have received or been a finalist for forty best paper awards including the INFORMS John D.C. Little Award and the American Marketing Association’s William O’Dell and Paul Green Awards. 

Prof. Mela serves or has served as an Associate Editor of the Journal of Marketing Research, and Quantitative Marketing and Economics and is or has been on the editorial boards of the Marketing Science, Journal of Marketing and Marketing Letters. Current and past professional boards include MSI, ARF, the Word of Mouth Marketing Association, Unilever and Information Resources, Incorporated.