Kenneth C. (Ken) Wilbur's Webpage

Television Advertising and Online Shopping
Marketing Science (2015) with Jura Liaukonyte and Thales Teixeira
Finalist, John D. C. Little award for best marketing paper published in Management Science or Marketing Science

Finalist, Don Morrison Long-Term Impact award for most impactful marketing paper in Management Science or Marketing Science

Advertising Content and Television Advertising Avoidance
Journal of Media Economics (2015)

Price Advertising by Manufacturers and Dealers
Management Science (2014) with Linli Xu, S. Siddarth and Jorge Silva-Risso.

Television Advertising and Online Search
Management Science (2014) with Mingyu Joo, Bo Cowgill and Yi Zhu
Winner, John D. C. Little award for best marketing paper published in Management Science or Marketing Science

Finalist, Frank M. Bass award for best marketing paper derived from a Ph.D. thesis in Management Science or Marketing Science

Finalist, Don Morrison Long-Term Impact award for most impactful marketing paper in Management Science or Marketing Science

Distribution and Market Share
Journal of Retailing (2014) with Paul Farris

Structural Models of Complementary Choices
Marketing Letters (2014) with many coauthors

Market-Based Measures of Viewpoint Diversity
Information Economics and Policy (2013) with Adam Rennhoff

Correcting Audience Externalities in Television Advertising
Marketing Science (2013) with Linli Xu and David Kempe

Local Media Ownership and Media Quality
Information Economics and Policy (2012) with Adam Rennhoff

The Effectiveness of Post-Release Movie Advertising
International Journal of Advertising (2011) with Adam Rennhoff

Hybrid Advertising Auctions
Marketing Science (2011) with Yi Zhu

Empirical Models of Manufacturer-Retailer Interaction: A Review and Agenda for Future Research
Marketing Letters (2010) with many coauthors

Click Fraud
Marketing Science (2009) with Yi Zhu

How the Digital Video Recorder Changes Traditional Television Advertising
Journal of Advertising (2008)

A Two-Sided, Empirical Model of Television Advertising and Viewing Markets
Marketing Science (2008)
Winner, Frank M. Bass award for best marketing paper derived from a Ph.D. thesis in Management Science or Marketing Science

Finalist, John D. C. Little award for best marketing paper published in Management Science or Marketing Science

Finalist, Long-Term Impact Award for a paper that is viewed to have made a long-term impact on the field of marketing

Shorter invited publications

Platform Pricing Algorithms: Examples, Fundamental Challenges, Potential Solutions
Handbook on Digital Platforms (2025) with Kanishka Misra

Welfare Considerations in Online Advertising Markets
Competition Policy International (2023)

Charting the Future of Marketing Mix Modeling Best Practices
MSI Blue Ribbon Panel Report (2023) with Neeraj Arora, Ron Berman, Elea Feit, Dominique Hanssens, Alice Li, Mitchell Lovett, Carl F. Mela, John Lynch, Jr.

Editorial: Next Steps for Frontiers in Marketing Science
Marketing Science (2022) with Anocha Aribarg, Tat Chan, Preyas S. Desai, Lan Luo, Nitin Mehta, Upender Subramanian, Olivier Toubia

Working papers

Online Gambling Policy Effects on Tax Revenue and Irresponsible Gambling
with Wayne J. Taylor and Daniel Minh McCarthy

Gratuities in a Digital Services Marketplace
with Seung Hyun Kim and On Amir

Did Recent Platform Mergers Reduce Competition? Descriptive Retrospective Analyses of 6 Platform Mergers
with Daniel Minh McCarthy

Older working papers

There's No 'I' in 'Team': Estimating NBA Players' Offensive Production
with Xinlei (Jack) Chen and Yuxin Chen

A Parsimonious Structural Model of Individual Demand for Multiple Related Goods
with Andres Musalem and Patricio del Sol

Effects of Advertising and Product Placement on Television Audiences
with Michelle Goeree and Geert Ridder

Teaching materials

UCSD MGT 100 Customer Analytics (2024)

UCSD MGTA 451 Intro to Marketing Analytics (2024)

Ph.D. class: New Empirical Research on Advertising (2015)

Ph.D. class: Advanced Quantitative Methods in Marketing (2008)

For aspiring scholars

2-minute read: Reasons to get or not get a Ph.D.

10-minute read: Choosing a field, subfield and Ph.D. program

Note: I am not actively seeking new advisees.

5 minute read: A few brief writing tips

I help to organize the Workshop on Platform Analytics. Talks are archived on youtube.

Good online seminars:
Virtual Quant Marketing Seminar
European Quant Marketing Seminar
Virtual Digital Economy Seminar
Online seminar on the Economics of Platforms
Online Causal Inference Seminar

Ariel Rubinstein's colorful advice for "lost" graduate students

Here is a huge collection of advice for Economics Graduate Students; read cautiously

Contact

kennethcwilbur, atsymbol, gmail, com

Or, kcwilbur, atsymbol, ucsd, edu

Or leave a message at 127260^2+251936

9500 Gilman Drive, Box 0553
San Diego, CA 92093 USA

	Published comment by UK Competition and Markets Authority staff
	Published comment by the Chief Brand Officer at P&G
	Presentation version from the JM Webinar for Marketing Professionals

	Finalist, John D. C. Little award for best marketing paper published in Management Science or Marketing Science
	Finalist, Don Morrison Long-Term Impact award for most impactful marketing paper in Management Science or Marketing Science

	Winner, John D. C. Little award for best marketing paper published in Management Science or Marketing Science
	Finalist, Frank M. Bass award for best marketing paper derived from a Ph.D. thesis in Management Science or Marketing Science
	Finalist, Don Morrison Long-Term Impact award for most impactful marketing paper in Management Science or Marketing Science

	Winner, Frank M. Bass award for best marketing paper derived from a Ph.D. thesis in Management Science or Marketing Science
	Finalist, John D. C. Little award for best marketing paper published in Management Science or Marketing Science
	Finalist, Long-Term Impact Award for a paper that is viewed to have made a long-term impact on the field of marketing