Randolph Bucklin

Professor Emeritus of Marketing, UCLA Anderson School of Management
Randolph Bucklin

For more information on working with this expert, please contact:

T. Christopher Borek

Peter P. Simon


Ph.D., business (marketing), and M.S., statistics, Stanford University

Summary of Experience

Professor Bucklin is an award-winning research specialist in the quantitative analysis of customer purchase behavior. He is an expert on applied choice models in marketing, channels of distribution, and pricing policies. Professor Bucklin has testified or been deposed in numerous cases involving antitrust and damages issues and most recently served as an expert in the Google AdWords litigation. In his current consulting work, Professor Bucklin focuses on quantitative tools to improve corporate marketing decision making and analysis of the variables involved in consumer choice. He has published extensively on topics related to website browsing, e-commerce purchase behavior, and marketing models. His articles have appeared in the Journal of Marketing Research, Marketing Science, the Journal of Retailing, and Marketing Letters: A Journal of Research in Marketing. He also serves on the editorial board of Marketing Letters. Professor Bucklin previously worked as a consultant at Bain & Company and as a business journalist for The Washington Post.