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James M. Lattin

James M. Lattin
Professor, Marketing
Contact Info
Robert A. Magowan Professor of Marketing
Winnick Family Faculty Fellow for 2015-16
Academic Area: 

Research Statement

Jim Lattin’s research examines consumer choice behavior. His early research involved building statistical models of brand choice, category purchase incidence, store choice, and market basket behavior, using grocery panel data collected using bar code scanners. More recently, Jim’s focus has expanded to consider customer relationship management and loyalty/reward programs using an increasingly wide set of sources including subscription data, financial services, and internet clickstream data.


Jim Lattin is the Robert A. Magowan Professor of Marketing at the Graduate School of Business, Stanford University. He holds an AB from Dartmouth College (1978) and a PhD in Management Science from the Sloan School of Management at MIT (1984). Jim joined Stanford directly after completing his doctoral program and has been here ever since.

Jim’s research interests include statistical models of choice behavior, customer relationship management, frequency/reward programs, database marketing, the impact of information technology on marketing management, and the implications for marketing organization. Jim’s research has won awards from the American Marketing Association, the Journal of Retailing, and the William O’Dell Award from the Journal of Marketing Research. He was also a finalist for the 1998 John D.C. Little award for best paper in marketing science and a winner (with doctoral student David Bell) of the 1999 Frank M. Bass Award from the INFORMS College on Marketing.

Jim’s teaching interests include marketing management (he has taught the required first-year MBA course in marketing for nearly 20 years) and multivariate data analysis (in 2003, he coauthored a textbook based on material taught in his PhD course). In 2003, Jim joined forces with Lecturer Mark Leslie to develop and teach a new MBA elective course on sales force management. Jim has also taught extensively in the Executive Education programs offered by the GSB, including the Stanford Executive Program, Strategic Marketing Management (which he directed for seven years), the Executive Program for Growing Companies, and the Executive Management Program.

Jim has done consulting and teaching for a number of companies, including Adobe Systems, Microsoft, Eli Lilly, Genentech, and Kaiser Permanente. He is an advisory board member for several start-up companies, including Design Within Reach and Revionics. Jim lives in Menlo Park with his wife, Marilyn, who convinced him over 20 years ago that California might not be a bad place to live. He has a son, Alex, and a daughter, Lindsay.

Academic Degrees

  • PhD, Sloan School of Management, MIT, 1984
  • AB, Dartmouth College, 1978

Academic Appointments

  • At Stanford University since 1983

Awards and Honors

  • Frank M. Bass Award, 1999
  • Finalist, John D. C. Little Best Paper Award, 1998
  • William F. O'Dell Award for best paper in the Journal of Marketing Research, 1996
  • Best Paper Award, Journal of Retailing, 1992
  • Dissertation Award, American Marketing Association, 1992


Journal Articles

Oded Netzer, James M. Lattin, V. “Seenu” Srinivasan. Marketing Science. 2008, Vol. 27, Issue 2, Pages 185-204.
Randolph E. Bucklin, James M. Lattin, Asim Ansari, Sunil Gupta, David Bell, Eloise Coupey, John D. C. Little, Carl Mela, Alan Montgomery, Joel Steckel. Marketing Letters. August 2002, Vol. 13, Issue 3, Pages 245-258.
David R. Bell, James M. Lattin. Marketing Science. 2000, Vol. 19, Issue 2, Pages 185-200.
David R. Bell, James M. Lattin. Marketing Science. 1998, Vol. 17, Issue 1, Pages 66-88.
Christina L. Brown, James M. Lattin. Management Science. 1994, Vol. 40, Issue 10, Pages 1361-1369.
Randolph E. Bucklin, James M. Lattin. Marketing Science. 1991, Vol. 10, Issue 1, Pages 24-39.
James M. Lattin. Journal of Marketing Research. 1991.
James M. Lattin, Randolf E. Bucklin. Journal of Marketing Research. 1, 1989.

Courses Taught

Degree Courses


The focus of this course is on the strategies and methods used by early-stage companies to acquire customers (through outbound or inbound marketing) and to activate them (i.e., to encourage repeat behavior and/or increase the frequency of...

The primary objective of this course is to introduce students to the fundamentals of how to sell and to what selling is truly about. The course is appropriate for anyone who wants to understand and show proficiency with the skills required by...

The focus of this class is on the challenges and key issues associated with the creation and management of a professional sales organization. Our emphasis is developing and managing the selling effort of business-to-business and business-to-...


This course is designed to prepare new marketing PhD students for conducting rigorous, independent research. In this course, the student will work closely with a faculty member in collaborative research activities and will become familiar with...

Stanford Case Studies

Qualtrics: Scaling an Inside-Sales Organization | E503
James Lattin, Kirk Bowman, Maryanna Quigless2014
Trunk Club: Hiring, Motivating, and Managing a Sales Team | E461
Jim Lattin, Kirk Bowman, Justin Kiessig2014
Dropbox | E471
Jim Lattin, Peter Levine, Justin Randolph2013
Progreso Financiero: Growing Sales | E395
Arar Han, James Lattin, Mark Leslie2011
OptiGen | E359
Kirk Bowman, James Lattin, Claire Magat2010
Vocera Communications (B) | E152B
James Lattin, Mark Leslie, Brett Lang2010
Green Hills Market Loyalty Program | M318
Meredith Jensen, James Lattin2009
Mercado | E296
James M. Lattin, Mark Leslie, Bethany Coates2008
Clearion Software | E232
Mark Leslie, James Lattin, Mike Harkey2006
Nektar Therapeutics | E230
James Lattin, Mark Leslie, Joshua Spitzer2006
Presidio Solutions | E209
Mark Leslie, James Lattin, Joshua Spitzer2006
Scalix Corporation, The Evolution of a Sales Model | SM147
Mark Leslie, James Lattin, Mike Harkey2006
Bausch & Lomb Sales Force Reorganization | E213
Mark Leslie, James Lattin, Angie Strange2005
Implementing Sales Force Automation at Quantium Technology | M311
James Lattin, Mark Leslie, Dana Nunn2005
Lundberg Systems, 3 Vignettes | E186
Mark Leslie, James Lattin, Mike Harkey2005
OuterBay and EMC | E177
James Lattin, Mark Leslie, Alicia Seiger2005
Clorox, Combat Advertising Strategy (A) | M307A
James Lattin, R. Magowan, I. Yes2004
Clorox, Combat Advertising Strategy (B) | M307B
James Lattin, R. Magowan, I. Yes2004
Clorox, Combat Advertising Strategy (C) | M307C
James Lattin, R. Magowan, I. Yes2004
Clorox, Combat Advertising Strategy (D) | M307D
James Lattin, R. Magowan, I. Yes2004
Clorox, Combat Advertising Strategy (E) | M307E
James Lattin, R. Magowan, I. Yes2004
Clorox, Combat Advertising Strategy (F) | M307F
James Lattin, R. Magowan, I. Yes2004
Inkra Networks | E157
James Lattin, Mark Leslie, Jamie Earle, Robert Magowan2003
Med-Mart, Transitioning The Business Model (A) | E163A
James Lattin, Mark Leslie, Erin Yurday2003
Med-Mart, Transitioning The Business Model (B) | E163B
James Lattin, Mark Leslie, Erin Yurday2003
Med-Mart, Transitioning The Business Model (C) | E163C
James Lattin, Mark Leslie, Erin Yurday2003
OuterBay Building a Sales Force | E161
James Lattin, Mark Leslie, Alicia Seiger2003
Veritas 1999 (A): Integrating Sales Forces | SM120A
James Lattin, Mark Leslie, Erin Yurday2003
Vocera Communications | E152
James Lattin, Mark Leslie, Jamie Earle2003
Silicon Graphics, Inc.: Project Full House | M274
Kevin Keller, James Lattin1994
Computer Attic | M264
James Lattin1992
McDonald's Corporation: Environmentalism (B) | M272B
James Lattin, J Lubetkin1992
McDonald's Corporation: Environmentalism (A) | M272A
James Lattin, J Lubetkin1991
Silicon Graphics, Inc. | M262
James Lattin1991

Service to the Profession

Editorial Board

  • Marketing Science

Marketing Advisory Board

  • Stanford Federal Credit Union
  • Design Within Reach
  • Marketing Solutions Software, Inc.


  • American Marketing Association

In the Media

Four Stanford Business School Faculty Honored with Endowed Chairs
Financial Times, January 2002
How to Know What the Customer Wants Next
Financial Times, August 2001
Marketers Are Getting Up Close and Personal with Consumers
Financial Times, January 1998
Stanford News Service, March 13, 1992
Supermarket Shopping Research Receives Dissertation Award
Financial Times, January 1992

Insights by Stanford Business

September 1, 2009
Marketers lavish attention on their best customers, but it may be more cost effective to increase spending on the occasional consumer.

School News

July 31, 2015
Applications due by 29 September 2015. Partial scholarships available.
September 3, 2014
Applications are due by October 7, 2014 for Stanford Ignite-Bangalore. Financial assistance is available for exceptional, self-sponsored applicants with need.
August 10, 2010
Internationally known for his work on consumer choice and sales force compensation, Seenu Srinivasan is also revered as a teacher and mentor.