Randolph Bucklin

Professor of Marketing, Peter W. Mullin Chair in Management, UCLA Anderson School of Management
Randolph Bucklin


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, pricing policies, and Internet advertising; his scholarly work has extensively used choice models to analyze historical records of customer transactions from both scanner and Internet data. Professor Bucklin has published widely in leading academic marketing journals and currently serves as coeditor of the Journal of Marketing Research. At UCLA, he served as faculty chairman and deputy dean of the Anderson School from 2012 to 2015. He has been an expert witness in numerous class action and commercial cases, many of which drew extensively upon his quantitative marketing expertise. His corporate consulting work focuses on the use of quantitative tools to improve marketing decision making. Professor Bucklin previously worked as a consultant at Bain & Company and as a business journalist for The Washington Post.

AG Contacts

T. Christopher Borek
Peter P. Simon