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Denish Shah

Barbara and Elmer Sunday Professor of Marketing; Director, Master of Science in Marketing Program; Associate Professor    
  • Ph.D., University of Connecticut
  • MBA, École nationale des ponts et chaussées (ENPC)
  • B.E., Mumbai University
  • Marketing strategy
  • Direct & database marketing
  • Digital & social media marketing
  • Customer relationship marketing

Dr. Shah is the Barbara and Elmer Sunday Associate Professor of Marketing and director of the Master of Science in Marketing program, and serves on the Academic Council of the Institute of Insight at Georgia State University. His research focuses on issues pertaining to linking marketing strategies to the financial performance of firms. His research approach entails developing new conceptual frameworks and/or conducting quantitative analyses to develop data-driven managerial insights. His research has been published in the Journal of Marketing Research, Harvard Business Review, Marketing Science, Journal of Marketing, Sloan Management Review and several other outlets. Dr. Shah’s research has been a finalist or winner of five best paper awards and three dissertation-based awards. He is a 2015 MSI Young Scholar and recipient of four teaching excellence awards.

  • Shah Denish, V Kumar, Hannah Kim, and Brianna Choi (2016), “Linking Customer Behavior to Cash Flow Level & Volatility: Implications for Marketing Practices,” Journal of Marketing Research, Forthcoming.
  • Shah Denish, V Kumar, and Yi Zhao, (2015) “Diagnosing Brand Performance: Accounting for the Dynamic Impact of Product Availability with Aggregate Data,” Journal of Marketing Research, Vol. 52, No. 2, pp. 147-165.
  • Shah Denish, V Kumar, and Hannah Kim (2014), “Denish Shah, V. Kumar, and Kihyun Hannah Kim (2014) Managing Customer Profits: The Power of Habits,” Journal of Marketing Research, December 2014, Vol. 51, No. 6, pp. 726-741.
  • Shah Denish, V Kumar, Yingge Qu, and Sylia Chen (2012), “Unprofitable Cross-buying: Evidence from Consumer and Business Markets,” Journal of Marketing, Vol. 76 (3), Pages 78-95.
  • Shah Denish & V Kumar (2012), “The Dark Side of Cross-selling”, Harvard Business Review, Vol. 90 (12), Pages 21-23.
  • Kumar, V, and Denish Shah (2011), “Can Marketing Lift the Stock Prices” Sloan Management Review, Vol. 52(4), Pages 24-26.
  • Kumar V, and Denish Shah (2011), “Uncovering implicit consumer needs for explicit product positioning: Growing Prudential Annuities’ Variable Annuity Sales,” Marketing Science, Vol 30(4), Pages 595-603.
  • Kumar, V. and Denish Shah (2009), “Expanding the Role of Marketing: From Customer Equity to Market Capitalization,” Journal of Marketing, Vol. 73, November, Pages 119-136.
View a complete list of Shah’s publications