Jonathan Z. Zhang

COLOSTATE-zaozao
Assistant Professor, Marketing, Academic Department
Main
Rockwell Hall, Rm. 107
(970) 491-2238
by appointment
decorative divider

ABOUT

Jonathan Z. Zhang joined the marketing faculty at Colorado State University in 2019. Before this, he was on the faculty at the Michael G. Foster School of Business at the University of Washington in Seattle, where he taught strategic marketing management and entrepreneurial marketing at the undergraduate, graduate, and executive levels.

He holds a Ph.D. in Quantitative Marketing and M.Phil. from Columbia University, and B.A and B.S. in Economics and Mathematical Statistics from Rutgers University.

Jonathan's main research stream leverages econometric and machine learning methods to investigate how consumer behaviors evolve in B2B and B2C domains, how organizations can use data analytics and marketing intervention to understand their customer portfolios, and how to best acquire, expand, and retain customers in a just-in-time fashion to drive desired behaviors and optimize performance.

His second research stream sits at the intersection of marketing and technology, where he explores how consumers, organizations, and society can benefit from the responsible deployment of novel technologies and business models. 

Jonathan's substantive interests reside in the areas of pricing, omnichannel retail, digital transformation, and developing and executing market-pioneering strategies. His research has been published in Marketing Science, Journal of Marketing, Journal of the Academy of Marketing Science, Information Systems Research, California Management Review, Harvard Business Review, MIT Sloan Management Review, and others.

He has received several prestigious awards and recognition for his research and teaching, including the finalist for Frank M. Bass and John D.C. Little awards at Marketing Science, the winner of the Shankar-Spiegel award for best dissertation, the American Marketing Association Doctoral Consortium Faculty Fellow, Excellence in Research Award from CSU, the winner and multiple nominations for the annual Dean’s Award for Teaching Excellence from the University of Washington.

Jonathan has been highlighted by U.S. and international press such as Forbes, the Associated Press, NPR's Marketplace, the Philadelphia Inquirer, Seattle Times, the Robb Report, Irish National Public Radio (RTE), International Channel Shanghai, Columbia Business School Insights, NZZ am Sonntag, among others.

He serves on the editorial board of the Journal of the Academy of Marketing Science.

Prior to academia, Jonathan worked briefly as a management consultant at ZS Associates and very briefly as an actuarial analyst.