Assistant Professor of Marketing

Department of Marketing and Logistics
Fisher College of Business
The Ohio State University

558 Fisher Hall
2100 Neil Ave.
Columbus, OH 43210, USA

Phone: (614) 247-8845 
Fax: (614) 292-0879
Email: joo.85 at osu dot edu


Ph.D., Marketing, Syracuse University, May 2012

M.S., Statistics, Stanford University, June 2007

B.S., Industrial Management, Korea Advance Institute of Science and Technology (KAIST), Feb. 2001

Research Interests

Quantitative Marketing, Empirical Industrial Organization, Advertising, Online/Offline Marketing Interaction, Reverse Auction

Journal Publications

Joo, M., Kenneth C. Wilbur, and Yi Zhu (2014), “Effects of TV Advertising on Keyword Search,” International Journal of Research in Marketing, forthcoming.

Joo, M., Kenneth C. Wilbur, Bo Cowgill, and Yi Zhu (2014), "Television Advertising and Online Search," Management Science, 60(1), 56-73.

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 (Paper links go to the Social Science Research Network.)

Joo, M., Kenneth C. Wilbur, and Dinesh K. Gauri (2013), “Demand Allocation Effects of Product Line Pricing.”

Joo, M., Dinesh K. Gauri, and Tridib Mazumdar (2013), “Anticipatory Effects in Consumer Advance Purchases: An Empirical Investigation.”


INFORMS Annual Meeting 2013 Minneapolis

The 13th Annual Pricing Conference, Syracuse University, 2011
INFORMS Revenue Management and Pricing Conference, Columbia University, 2011
INFORMS Marketing Science Conference, Rice University, 2011
Frank M. Bass UTD FORMS Conference, UT-Dallas, 2011
INFORMS Marketing Science Conference, University of Michigan, 2009