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Anita Luo Pawluk

Assistant Professor    

Ph.D., University of Connecticut
M.A., Ball State University
M.S., Purdue University
B.A., Sun Yat-Sen University


Quantitative marketing
Business-to-business marketing
Direct marketing
Customer relationship management


Awards and Honors

  • Winner of Don Lehmann Award, 2014 (Shared with Dr. V. Kumar)
  • Winner of Mary Kay Doctoral Dissertation Competition, 2010
  • Winner of Shankar-Spiegel Award, first-ever presented, DMEF, 2008
  • AMA Sheth Foundation Doctoral Consortium Fellow, AMA, 2008
  • Co-winner of ISBM/MSI Academic Practitioner Challenge, ISBM/MSI, 2006 (Shared with Dr. V. Kumar, Dr. S. Sriram, and Dr. Pradeep Chintagunta)
  • Kumar, V., Alan Zhang, and Anita Luo (2014), “Modeling Customer Opt-In and Opt-Out in a Permission-Based Marketing Context,” forthcoming, Journal of Marketing Research. (Equal Authorship)
  • Luo, Anita and V. Kumar (2013), “Recovering Hidden Buyer–Seller Relationship States to Measure the Return on Marketing Investment in Business-to-Business Markets,” Journal of Marketing Research, (50)1, 143-160.
    * Winner: 2014 Don Lehmann Award for best dissertation-based paper published in the Journal of Marketing or Journal of Marketing Research
  • Kumar, V., S Sriram, Anita Luo, and Pradeep Chintagunta (2011), “Assessing the Effect of Marketing Investments in a Business Marketing Context,” Marketing Science, (30) 5, 924‐940. (Equal Authorship)