Jonathan Z. Zhang, Ph.D.

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


Jonathan Z. Zhang is on the marketing faculty at Colorado State University. Before this, he was on the faculty at the Michael G. Foster School of Business at the University of Washington in Seattle from 2010 to 2019 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. 

His substantive interests reside in the areas of pricing, omni-channel retail, fintech, digital transformation, and consumer decision making in digital environments. His research has been published in Marketing Science, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Interactive Marketing, 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 Shanker-Spiegel award for best dissertation from Direct Marketing Association, the American Marketing Association Doctoral Consortium Distinguished Faculty, 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.

He has been highlighted by U.S. and international press such as Forbes, the Associated Press, Seattle Times, the Robb Report, International Channel Shanghai, Columbia Business School Insights, NZZ am Sonntag, among others. He has given keynote addresses at international industry conferences and regularly advises U.S., Chinese, and other international companies in the domains of e-commerce, entertainment, and luxury product design, launch, and turn-around strategies.

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.