Raj Sethuraman

Harold Simmons Chair in Marketing

PhD, Marketing, Northwestern University
MBA, Marketing and Operations Research, Indian Institute of Management, Calcutta
BTech, Chemical Engineering, Regional Engineering College, Trichy


  • Bio

    Raj Sethuraman is the Marilyn and Leo Corrigan Professor and Chair of Marketing at the Edwin L. Cox School of Business at Southern Methodist University.  He received his PhD in marketing from Kellogg School of Management at Northwestern University.  Dr. Sethuraman has taught several marketing courses including marketing management, marketing research, customer insights, sales management, and database marketing.  He has written many cases in marketing management and introduced several online teaching tools for which he was awarded the "Eugene Byrne Teaching Innovation Award" in May 2010.  He has also taught in many executive programs in USA and abroad on a wide range of topics including brand equity, marketing mix strategies, and research for marketing decisions.  Professor Sethuraman’s research focuses on national brand-store brand competition, price-advertising strategies and brand equity.  He has published articles in several leading journals and won many research awards, including the "John D.C. Little Award" for the best paper in Marketing Science, the "Jagdish Sheth Award" for the best paper in the Journal of the Academy of Marketing Science, the "O’Dell Award" for the best paper in the Journal of Marketing Research (Runner-up), the "William R. Davidson Award" for the best paper in Journal of Retailing (2nd place), and the "Paul Green Award" for the best paper in Journal of Marketing Research (Finalist).  He is an associate editor of the Journal of Retailing and also serves on the editorial boards of Marketing Science, Journal of Marketing Research, Journal of Modeling in Management, and Review of Marketing Science.  Dr. Sethuraman is active in consulting for commercial and nonprofit organizations.  His recent consulting engagements include Samsung Telecommunications, KPMG Peat Marwick Law firm, and the Center for Nonprofit Management.  He is also the founder-president of Charity through Art Foundation (CHAART), a nonprofit organization dedicated to raising money for the underprivileged by organizing music and dance events.

  • Teaching

    MKTG 6205 Customer Insights, Marketing Intelligence
    MKTG 3342 Marketing Research

  • Research

    Competition between national brands & store brands
    Promotion strategies
    Brand equity
    Empirical Generalizations
    Game theory
    Econometric models
  • Select Publications

    Voleti, Sudhir and Raj Sethuraman (2015), "Are National Brands more Promotion Elastic than Store Brands?" Advances in National Brand and Private Label Marketing, Second International Conference Proceedings, Springer, Germany (pp. 63-70).

    Sethuraman, Raj and Katrijn Gielens (2014), “Determinants of Store Brand Share,” Journal of Retailing, 90 (June), 141-153.

    Sethuraman, Raj and Jagmohan Raju (2013), Raj Sethuraman and Jagmohan Raju, "The Competition Between National Brands and Store Brands: Models, Insights, Implications, and Future Research Directions," Foundations and Trends(r) in Marketing 7, no. 1: 1‐108.
    http://dx.doi.org/10.1561/1700000029 (invited review article)

    Sethuraman, Raj and Jagmohan Raju (2012), "Private Label Strategies – Myths and Realities," Handbook of Marketing Strategy, Edward Elgar Publishing Ltd., Glasgow, U.K. (pp. 318-335).

    Sethuraman, Raj, Gerard Tellis, and Richard Briesch (2011), “How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities,” Journal of Marketing Research, 47 (June) 457-471.