Mark Ratchford
- Professor of Practice
- Faculty Director, MBA Program
| Office Address | 402N |
|---|---|
| Phone | 504-862-8028 |
| mratchford@tulane.edu |
Biography
Professor Ratchford serves as Faculty Director of the Full Time and Part Time MBA Programs. Prior to joining Freeman, Professor Ratchford spent eight years at the Owen Graduate School of Business at Vanderbilt University where he taught graduate-level courses in Marketing Strategy, New Product Development, and Marketing Channels. His research broadly focuses on how "boundedly rational" managers and consumers form judgments and make decisions. Research domains include inter-firm strategic alliance formation, financial investment decisions, choice deferral (the decision not to choose), asking for money, and new technology adoption.
Courses
Marketing Management (MKTG 6020)
Marketing Fundamentals (MKTG 3010)
Social and Online Marketing (MKTG 4250)
Marketing Fundamentals (MKTG 3010)
Social and Online Marketing (MKTG 4250)
Research
- You Need to Recognise Ambiguity to Avoid It
- Development and Validation of the Technology Adoption Propensity (TAP) Index
- Premature Infatuation and Commitment in Individual Investing Decisions
- Perceptions of Price (Un)fairness in a Channel Context
- A Cross-category Analysis of Dispositional Drivers of Technology Adoption
Education & Affiliations
PhD in Marketing, Leeds School of Business, University of Colorado at Boulder
MBA, Simon School of Business, University of Rochester
BA in Economics, Virginia Tech University
