Tirthankar Roy

Senior Lecturer of Marketing
Director, Master's Program in Marketing

Degrees

Bachelor of Statistics (Honors), Indian Statistical Institute, Calcutta, India, 1980
Master of Statistics, Indian Statistical Institute, Calcutta, India, 1981
Ph.D. in Marketing, Anderson School, UCLA, 1999

Areas of Expertise

  •  Marketing Strategy
  •  Pricing
  •  International Marketing

Courses

MKTG 456 International Marketing Management

Publications

Michael J. Barone and Tirthankar Roy (2010), “Does Exclusivity Always Pay Off? Exclusive Price Promotions and Consumer Response,” Journal of Marketing, 74 (March), 121-132.

Michael J. Barone and Tirthankar Roy (2010), “The effect of deal exclusivity on consumer response to targeted price promotions: A social identification perspective,” Journal of Consumer Psychology, 20 (1), 78-89.

C. Rungie, G. Laurent, F.D. Riley, Donald G. Morrison and Tirthankar Roy (2005), “Measuring and Modeling the (Limited) Consistency of Free Choice Attitude Questions”, International Journal of Research in Marketing, 22 (3), 309-318.

S. R. Chakravarty and Tirthankar Roy (1985), “Measurement of Fuzziness: A General Approach,” Theory and Decision, 19, 163-69.