Jacquelyn Thomas

Professor, Frank and Susan Dunlevy Faculty Fellow

PhD, Marketing, Northwestern University


View CV
  • Bio

    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

  • Select 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.