Phone: +86-10-8518 8858 ext. 3319
Dean’s Distinguished Chair Professor of Marketing
Director of the CIM Center
Associate Dean for CKGSB Americas
PhD, University of Southern California
Areas of Expertise: Big Data Marketing, Consumer Behavior and Trends, Customer Relationship Management, Digital Branding and Marketing, Dynamic Structural Models and Interactive Marketing Mix, E-commerce, Pricing Strategy, Social Commerce
Professor Sun Baohong is the Dean’s Distinguished Chair Professor of Marketing and the Associate Dean for CKGSB Americas. She also directs CKGSB’s Customer Information Management Center. Prior to joining CKGSB in 2011, Professor Sun was Carnegie Bosch Professor of Marketing at the Tepper School of Business of Carnegie Mellon University. Professor Sun received her PhD from the University of Southern California in 1997 and BA from Renmin University of China.
Her research focuses on rational and strategic consumer choices and dynamic structural models; dynamic and interactive marketing mix and customer information management; and, most recently, on modeling dynamic and inter-dependent consumer decisions on e-commerce and social media platforms.
Professor Sun is the recipient of numerous awards for research and teaching, including the 2008 Finalist for John D.C. Little Best Paper Award at INFORMS, the 2006 MBA George Leland Bach Teaching Award, and the 2005 CART Research Frontier Award for Innovative Research at Carnegie Mellon University.
She also serves on the editorial boards of Journal of Marketing Research, Marketing Science, and Journal of Marketing. Her extensive consulting experience includes work with major corporations including Bosch, Boy Scouts of America, Highmark Insurance, John Deer and IBM. An active contributor to media discussions on current business issues, Professor Sun’s research has been cited in The Economist, The New York Times, The Wall Street Journal, Time Magazine and Bloomberg, among others.
Customer-Centric Marketing: A Pragmatic Framework with Ravi R. The MIT Press. March 2016.
“Machine Learning and AI in Marketing – Connecting Computing Power to Human Insights,” Liye Ma and Baohong Sun. Forthcoming, International Journal of Marketing Research.