Carl Mela


T. Austin Finch Foundation Professor

Academic Area: Marketing
Phone Number: +1.919.660.7767

Teaching / Research Interests

Core Marketing, Product Management

Mailing Information

Duke University: The Fuqua School of Business
100 Fuqua Drive
Durham, NC 27708


Carl F. Mela is the T. Austin Finch Foundation Professor of Business Administration at Duke University. He holds an engineering degree from Brown University and a Ph.D. in Marketing from Columbia University. Prof. Mela applies economic and statistical models to measure the long-term effects of marketing activity on brand equity as well as the role of 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 Long-term Impact Award and the American Marketing Association's William O'Dell and Paul Green Awards.  

Prof. Mela serves or has served as an Executive Director of the Marketing Science Institute, is a co-editor at Quantitative Marketing and Economics and is or has been an Associate Editor of Marketing Science, the Journal of Marketing Research. Professional and advisory boards include or have included the Advertising Research Foundation, Word of Mouth Marketing Association, Unilever, and Information Resources, Incorporated.