J. Andrew Petersen

Color portrait of J. Andrew Petersen

Associate Professor

Department Marketing
Office Address 457 Business Building
Phone Number 814-863-1988
Email Address jap57@psu.edu

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J. Andrew Petersen is an Associate Professor of Marketing at the Pennsylvania State University. He has a Ph.D. in Business Administration (concentration in Marketing) from the University of Connecticut. He has a BA with Honors in Economics from the University of North Carolina at Chapel Hill.


His research interests include measuring and maximizing customer/donor lifetime value (CLV/DLV) and customer/donor equity, managing customer product return behavior, measuring the value of word of mouth, selling and sales management, and linking marketing metrics to financial performance. His research has been published in journals including Journal of Marketing , Journal of Marketing Research, Harvard Business Review , MIT Sloan Management Review , The Wall Street Journal , Journal of Retailing , Journal of the Academy of Marketing Science , and Journal of Service Research among others.


Ph D, Business Administration (Marketing), University of Connecticut, 2008

BA, Economics with Honors (Computer Science), University of North Carolina at Chapel Hill, 2002

Courses Taught

BA 800 – Marketing Mgmt (2)
An examination of the role of the market place in company management.

MKTG 556 – Mktg Mgmt (3)
To explore the conceptual and applied dimensions of marketing management. MKTG 556 Marketing Management (3)This course is a seminar course, so class involvement will be a major component. In addition, students will be expected to prepare two papers. The first will be a journal submission review; the second will be the written version of each student's research proposal. Academics need to understand journal reviewing, and they need to develop research ideas and write about them. Students will also be expected to prepare and perform two oral presentations. The first will be the presentation discussed in the session description below and will be a part of their class participation. The second will be an oral form of the student's research presentation. Students need to be able to communicate their ideas, and it is hoped that having an oral presentation of their proposals before the written presentation will also help them improve their proposal. Finally, there will be an examination at the end of the course. Each class session, with the exception of the first and last class periods, will be devoted to an important topic in the marketing management domain. For each class period, other than the two exceptions, students will read around 7 papers. The papers will be a mix of classical, seminal works and recent, cutting-edge works in the assigned area. The bulk of the class period will be devoted to discussion of the articles assigned. Discussion will be devoted to a) why the article is important, b) good points of the article, c) bad points of the article, and d) research ideas that the article might suggest or engender. In addition, one student per week will be responsible to find, prepare, and present another published paper that deals with the weeks' issues ; this presentation will be part of the student's participation grade. The last few minutes of each class will be devoted to a discussion by the instructors of where research in the assigned area is going and some interesting open research questions in the area. The two exceptions among the class periods will be the first and last class. In the first class, we will have an introduction to research in marketing management and this particular Ph.D. seminar, while the last class will be devoted to allowing the remaining students to present their research proposals.

MKTG 813 focuses on leveraging marketing data to support acquiring, developing relationships with, and retaining customers. Through the lens of the Customer Lifecycle, students will learn key data analytic techniques for targeting the right customers, engaging them and moving them through the path to purchase, identifying customer profitability and customer lifetime value, managing challenges such as customer churn, and building and managing customer loyalty programs.

MKTG 596 – Individual Studies (Variable)
Creative projects, including nonthesis research, which are supervised on an individual basis and which fall outside the scope of formal courses.

BA 597 – Special Topics (2)
Formal courses given on a topical or special interest subject which may be offered infrequently.

MKTG 428 – Adv Sales Mgmt (3)
Approaches to planning, organizing, staffing, training, directing, and controlling the sales force in support of marketing objectives.

MKTG 571 – Marketing Strategy (2)
Examines business-level marketing issues and solutions to problems in competitive business environments.

Selected Publications

Minnema A., Bijmolt T. H., Petersen J., Shulman J. D., "Managing Product Returns within the Customer Value Framework." (Springer International Publishing), 2018, Invited.
Venkatesan R., Petersen J., Guissoni L., "Measuring and Managing Customer Engagement Value Through the Customer Journey." (Springer International Publishing), 2018, Invited.
van Doorn J., Mende M., Noble S. M., Hulland J., Ostrom A. L., Grewal D., Petersen J., "Domo Arigato Mr. Roboto: Emergence of Automated Social Presence in Organizational Frontlines and Customers’ Service Experiences." Journal of Service Research, vol. 20, no. 1, 2017, pp. 43-58, Invited.
Petersen J., Anderson E. T., Kumar V., Shah D., "Leveraging product returns to maximize customer equity." (Edward Elgar Publishing), 2015, pp. 177–160
This is the website of the book: http://www.e-elgar.com/shop/handbook-of-research-on-customer-equity-in-marketing The book chapter was authored by Eric Anderson and Andrew Petersen. The whole book was edited by V. Kumar and Denish Shah..
Khodakarami F., Petersen J., Venkatesan R., "Developing Donor Relationships: The Role of the Breadth of Giving." Journal of Marketing, vol. 79, no. 4, 2015, pp. 77–93.
Petersen J., Kushwaha T., Kumar V., "Marketing communication strategies and consumer financial decision making: The role of national culture." Journal of Marketing, vol. 79, no. 1, 2015, pp. 44–63.
Petersen J., Kumar V., "Perceived Risk, Product Returns, and Optimal Resource Allocation: Evidence from a Field Experiment." Journal of Marketing Research, vol. 52, no. 2, 2015, pp. 268–285.
Kumar V., Petersen J., Leone R. P., "Defining, Measuring and Managing Business Reference Value." Journal of Marketing, vol. 77, no. 1, 2013, pp. 68–86.
Kumar V., Petersen J., "Statistical Methods in Customer Relationship Management." (John Wiley & Sons), 2012.
Petersen J., Kumar V., "Can Product Returns Make You Money?." Sloan Management Review, vol. 51, no. 3, 2010, pp. 85–89.
Kumar V., Petersen J., Leone R. P., "Driving profitability by encouraging customer referrals: who, when, and how." Journal of Marketing, vol. 74, no. 5, 2010, pp. 1–17.
Petersen J., Kumar V., "Are product returns a necessary evil? Antecedents and consequences." Journal of Marketing, vol. 73, no. 3, 2009, pp. 35–51.
Petersen J., McAlister L., Reibstein D. J., Winer R. S., Kumar V., Atkinson G., "Choosing the right metrics to maximize profitability and shareholder value." Journal of Retailing, vol. 85, no. 1, 2009, pp. 95–111.
Kumar V., Dalla Pozza I., Petersen J., Shah D., "Reversing the logic: the path to profitability through relationship marketing." Journal of Interactive Marketing, vol. 23, no. 2, 2009, pp. 147–156.
Kumar V., Petersen J., Leone R. P., "How valuable is word of mouth?." Harvard business review, vol. 85, no. 10, 2007, pp. 139.
Zeithaml V. A., Bolton R. N., Deighton J., Keiningham T. L., Lemon K. N., Petersen J., "Forward-Looking Focus Can Firms Have Adaptive Foresight?." Journal of Service Research, vol. 9, no. 2, 2006, pp. 168–183.
Kumar V., Petersen J., "Using a customer-level marketing strategy to enhance firm performance: a review of theoretical and empirical evidence." Journal of the Academy of Marketing Science, vol. 33, no. 4, 2005, pp. 504–519.
Kumar V., Petersen J., "Maximizing ROI or Profitability." Marketing Research, no. 4, 2004, pp. 28–34.
Petersen J., Kumar V., Polo Y., Sese J., "Unlocking the Power of Marketing: Understanding the Link Between Customer Mind-set, Behavior, and Profitability." Journal of the Academy of Marketing Science.


Journal of Retailing, Editorial Board, (www.journals.elsevier.com/journal-of-retailing), January 2017 - Present
Journal of Marketing, Editorial Board, January 2016 - Present
Journal of the Academy of Marketing Science, Associate Editor, (www.springer.com/business+%26+management/journal/11747), January 2016 - Present
International Journal of Research in Marketing, Editorial Board, January 2011 - December 2015