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Faculty & Research

Sachin Gupta

Professor Gupta's research and teaching focus on new models of marketing research. These models help firms gather and analyze marketplace data to make better marketing decisions with respect to segmentation, targeting, and positioning. Gupta also studies returns on marketing investments in the pharmaceutical industry. His published work appears in leading journals, and he is on the editorial boards of the Journal of Marketing Research, Marketing Science, and Quantitative Marketing and Economics. In 2008 he received the O'Dell Award from the American Marketing Association for the best article published in the Journal of Marketing Research five years before. In 2003, the same article received the Paul Green Award from the American Marketing Association. The Green award is given for the paper that demonstrates the most potential to contribute significantly to the practice of marketing research. Other papers of Gupta's have been finalists for the Paul Green Award, the O'Dell Award, and the John D. C. Little Award.

At the Johnson School, Gupta teaches data driven marketing and strategy and tactics of pricing, both popular marketing elective courses. In 2007, the graduating MBA class of the Johnson school selected him to receive the Apple Award for excellence in teaching. He previously taught at the Kellogg School of Management, Northwestern University, where he received the Sidney Levy Award for Excellence in Teaching in 1995.