University:Medill School, Northwestern University
Vijay Viswanathan is associate dean and associate professor of integrated marketing communications at Medill. His research focuses on consumer decision making, especially in the realm of branding, pricing, cross-media consumption and social influence. His research has important implications for the economic impact of managerial decisions related to brand architecture, loyalty programs, consumer engagement and omnichannel strategy. He uses a wide array of research methods, ranging from designing and analyzing surveys to developing sophisticated quantitative models to maximize the ROI of various marketing actions.
His work spans a broad range of industries such as automobile, chemical and pharmaceutical, e-commerce, entertainment, financial services, luxury, media and retail. He teaches courses related to marketing research, marketing management and integrated marketing communications across various programs and has been recognized as one of the Top 100 faculty and staff at Northwestern.