Ph.D. in Marketing, Syracuse University, 2012

M.S. in Statistics, Stanford University, 2007

B.S. in Industrial Management, KAIST, 2001

Research Interests

Empirical measurement of intertemporal pricing incentives, advertising responses, and their cross-channel impact and spillovers.

Journal Publications

Joo, M., Kenneth C. Wilbur, and Yi Zhu (2016), "Effects of TV Advertising on Keyword Search," International Journal of Research in Marketing, 33(3), 508-523.

Joo, M., Kenneth C. Wilbur, Bo Cowgill, and Yi Zhu (2014), "Television Advertising and Online Search," Management Science, 60(1), 56-73.
  • Winner, John D.C. Little Best Paper Award
  • Finalist, Frank M. Bass Outstanding Dissertation Award
Joo, M., Tridib Mazumdar, and S. P. Raj (2012), "Bidding Strategies and Consumer Savings in NYOP Auctions," Journal of Retailing, 88(1), 180-188.

Working Papers

Joo, M., Kenneth C. Wilbur, and Dinesh K. Gauri, "Demand Allocation Effects of Product line Pricing with Advance Selling.

Awards and Honors
  • Winner, John D.C. Little Award for the Best Marketing Paper Published in Marketing Science or Management Science, 2015
  • Finalist, Frank M. Bass Award for the Best Marketing Paper Derived from a Ph.D. Thesis Published in INFORMS journals, 2015
  • Nominee, Outstanding and Distinguished Research Mentor Award, OSU Denman Forum, 2015
  • Procter and Gamble Research Grant (co-PI with G.M. Allenby), 2014
  • Haring Symposium Faculty Fellow, Indiana University, 2014
  • All-University Doctoral Prize, Syracuse University, 2012
  • AMA-Sheth Foundation Doctoral Consortium Fellow, Texas Christian University, 2010
  • MSI-WIMI Research Grant (co-PI with K. C. Wilbur and Y. Zhu), 2010
  • Future Professoriate Award, Syracuse University, 2009