Natalie Mizik

Professor of Marketing,
J. Gary Shansby Endowed Chair in Marketing Strategy,
Foster School of Business,
University of Washington

For more information, contact:

  • Vildan Altuglu
  • Ceren Canal Aruoba
  • Anna Shakotko

or any member of our senior staff.


Natalie Mizik is an expert in marketing strategy. She specializes in developing methods for assessing the effect of marketing activities on firms’ financial performance, and in valuing brands and other intangible marketing assets. She has also conducted research on direct-to-physician pharmaceutical marketing.

Professor Mizik is an experienced expert witness and has testified in depositions. She has opined on issues related to pharmaceutical marketing, brands and branding, and survey methodology in intellectual property rights disputes and consumer class actions. She has also analyzed marketing data, conducted consumer surveys, and rebutted conjoint analysis as part of her expert witness work.

In her research, Professor Mizik collects and analyzes primary data, such as consumer surveys, as well as secondary data that include sales and stock market information. Her methodological expertise covers statistics, econometrics, and marketing research methods, including conjoint analysis.

Professor Mizik publishes in leading academic journals, and serves as the editor-in-chief for Marketing Letters and on the editorial boards of Marketing Science and the Journal of Marketing Research. She is a coeditor of the book Handbook of Marketing Analytics: Methods with Applications in Marketing Management, Public Policy, and Litigation Support. She has served as a member of the Academic Council of the American Marketing Association (AMA) and as an officer of the INFORMS Society for Marketing Science.

Professor Mizik has received numerous research and teaching awards. Notable among these are the AMA’s Distinguished Service Award, the Erin Anderson Award for an Emerging Female Marketing Scholar and Mentor, the Varadarajan Award for Early Career Contributions to Marketing Strategy, and the Marketing Science Institute’s Robert D. Buzzell Best Paper Awards, honoring research that makes a significant contribution to marketing practice and thought. In addition, Professor Mizik has been recognized multiple times for teaching excellence in the MBA, Executive MBA, and Technology Management MBA programs at both the Foster School of Business and Columbia Business School.

Prior to joining the University of Washington, Professor Mizik served as a faculty member at the Columbia Business School and the Kenan-Flagler Business School, University of North Carolina at Chapel Hill, and as a visiting associate professor at the MIT Sloan School of Management.

Professional Affiliations

Expert Forum: Cracking the Commonalities and Differences in Data Breach and Data Privacy Cases


Johannessohn et al. v. Polaris Industries Inc.


Handbook of Marketing Analytics

  • “Analytical Tools Used in False Advertising Class Actions,” American Bar Association Section of Antitrust Law, 7 June 2021