Randolph E. Bucklin

Peter W. Mullin Chair in Management,
Professor of Marketing,
UCLA Anderson School of Management,
University of California, Los Angeles

For more information, contact:

  • Vildan Altuglu

or any member of our senior staff.


    • Stanford Graduate School of Business, Ph.D.
    • Stanford University, M.S.
    • Harvard University, A.B. (magna cum laude, Phi Beta Kappa)

Randy Bucklin is a leading expert on internet marketing, e-commerce, and consumer and company decision-making. Professor Bucklin evaluates factors that influence consumer choice, with a focus on the marketing decisions firms make with respect to pricing, advertising, promotion, and sales channels. He has conducted analyses of marketing activity and analyzed damages issues in matters in a variety of industries. Professor Bucklin’s experience includes testimony at the class certification stage of consumer class actions.

Professor Bucklin researches the effects of online marketing and digital advertising on consumer behavior. Using real-time clickstream data, he has analyzed how internet banner advertising informs consumer brand awareness, browsing, and purchasing activity. He has addressed topics related to keyword conversion and paid search advertising. Professor Bucklin’s earlier work looked at data culled from bar codes, and applied those findings to issues of product category segmentation, brand choice, and price elasticity in the consumer packaged goods industry.

Professor Bucklin has published numerous articles in leading academic journals, including Journal of Marketing Research, Marketing Science, and the Journal of Consumer Research. He is a two-time winner of both the William F. O’Dell and the Paul E. Green best paper awards for significant contributions to marketing research, methodology, and/or practice. Professor Bucklin has served on the editorial boards of several marketing publications and was a co-editor of the Journal of Marketing Research and Marketing Letters.

Over more than three decades at UCLA Anderson, Professor Bucklin has taught graduate and executive education courses in sales and channel management, internet customer analytics, marketing management, and quantitative marketing research. He has been honored with multiple awards for outstanding teaching.

Professional Affiliations
    • American Marketing Association
    • Institute for Operations Research and the Management Sciences (INFORMS)