Randolph E. Bucklin

Peter W. Mullin Chair in Management, Professor of Marketing


Randy Bucklin studies markets at the level of the individual consumer. His work is designed to aid companies as they make a wide range of marketing decisions about pricing, advertising, promotions and sales channels. His research originally looked at data culled from bar codes and focused on consumer packaged goods. Today, he focuses on internet marketing and advertising and utilizes clickstream data sources that track the browsing and purchasing behavior of consumers on the web in real time. Bucklin was recognized with the prestigious William F. O’Dell Award in 2015 and 2016.

Read Full Bio 
Photo of Randolph E. Bucklin

2 Articles

Crushed and stacked plastic bottles ready to be recycled Research Brief / Sustainability

Ditching Small Plastic Bottles — for Medium-Sized — Could Cut Waste

1.8 million tons of PET plastic bottles end in landfills annually

Cans of Ayam Brand tuna Research Brief / Retail

A Smaller Middle Class Means Less Variety on Grocery Shelves

Researchers compare income disparity by county to product availability