Jacquelyn Thomas
Tenure and Tenure-Track Faculty
Professor, Frank and Susan Dunlevy Faculty Fellow
Marketing
| Phone |
214-768-7837 |
| Office |
Fincher 307 |
| CV |
Education
PhD, Marketing, Northwestern University
Biography
Dr. Thomas is an expert in customer relationship management (CRM) strategy. For over two decades she has published numerous articles in the leading marketing journals and co-authored a book entitled Customer Equity, Building and Managing Relationships as Valuable Assets, published by Harvard Business School Publishing. She researches, consults, does public speaking, and has served as an expert witness in areas related to customer engagement and lifetime value, marketing communications, e-commerce, and multichannel retailing. Using her training in mathematics and econometrics she leverages quantitative analyses to study problems and offer strategies to address challenges in these domains. A newer domain of her research is in corporate social responsibility. Helping to bridge the link between academia and corporate America, she co-authored a Harvard Business Review article entitled “How Business Schools Can Help Corporate America Fight Racism.”
Dr. Thomas’ service and leadership extend beyond the university. She is the Vice President of Diversity, Equity, and Inclusion (DEI) for the Informs Society of Marketing Science and serves on the board of the Seth Foundation, a non-profit organization that supports emerging marketing scholarship that has significant thought leadership, global reach, and societal focus. In addition, she serves on the editorial board for the Journal of Marketing.
In the classroom, her goal is to develop students to pursue careers in data analytics, marketing strategy, consulting, customer insights, brand management, and retailing. She has been recognized for her excellence in teaching by winning numerous teaching awards at multiple universities.
Teaching
MKTG 6258 Business Metrics
MKTG 6201 Marketing Management
MKTG 6206 Marketing Mix Implementation
Research
Customer Relationship Management Strategies and Metrics
Corporate Social Responsibility
Multi-Channel Retailing
Marketing Communications and Digital Marketing
Publications
Thomas, Jacquelyn S., and Pradeep K. Chintagunta (2022), “Invited Commentary- “How Support for Black Lives Matter Impacts Consumer Responses on Social Media,” Marketing Science, 41(6), 1045-1052.
Thomas, Jacquelyn S. Chaoqun Chen, and Dawn Iacobucci, (2022). “Email Marketing as a Tool for Strategic Persuasion,” Journal of Interactive Marketing 57 (3), 377-392
Thomas, Jacquelyn S., Sandy D. Jap, William R. Dillon, and Richard A. Briesch, (2021). “Investigating the Role of Product Assortment in Technology-Enabled Sales Platforms, ”Journal of Interactive Marketing, 55(August), 31-51.
Pick, D., Thomas, J. S., Tillmanns, S., & Krafft, M. (2016). “Customer win-back: the role of attributions and perceptions in customers’ willingness to return,” Journal of the Academy of Marketing Science, 44, 218-240.
Gopinath, Shyam, Jacquelyn S. Thomas, and Lakshman Krishnamurthi, (2014). “Investigating the Relationship Between the Content of Online Word of Mouth, Advertising and Firm Performance,” Marketing Science, 33(2), 241-258.
Thomas, Jacquelyn S., (2012). Expert Comment on “When to Drop an Unprofitable Customer,” Harvard Business Review, April, 2-6.
Reimann, Martin, Oliver Schilke, and Jacquelyn S. Thomas, (2010). “Customer Relationship Management and Firm Performance: The Mediating Role of Business Strategy,” Journal of the Academy of Marketing Science,38, 326-346.
Werner Reinartz, Jacquelyn S. Thomas, and V. Kumar, (2005). “Balancing Acquisition and Retention Resources to Maximize Customer Profitability” Journal of Marketing, 69 (January), 63-79.
Thomas, Jacquelyn S., Werner Reinartz, and V. Kumar, (2004). “Getting the Most Out of All Your Customers,” Harvard Business Review, July/August, 116-123.