Tanya Mark
Associate Professor
Gordon S. Lang School of Business and Economics
Department of Marketing & Consumer Studies
Guelph, Ontario
markt@uoguelph.ca
Office:
(519) 824-4120 ext. 53687
Expert In
Bio/Research
Mark’s research expertise are customer experience, segmentation, and the marketing mix. Her research assesses the impact of marketing tactics on firm performance by developing new models to account for complexities inherent in a multichannel retail environment.
In collaboration with f...
Click to Expand >>
In collaboration with f...
Click to Expand >>
Bio/Research
Mark’s research expertise are customer experience, segmentation, and the marketing mix. Her research assesses the impact of marketing tactics on firm performance by developing new models to account for complexities inherent in a multichannel retail environment.
In collaboration with firms, she has developed marketing analytics to understand how much a consumer buys (dollar spend, frequency of purchases, choice, total sales) and how traditional and digital marketing campaigns influence purchases across retail channels (i.e., right-channeling, offline marketing activities nudging customers to buy from the web and vice versa).
Click to Shrink <<
In collaboration with firms, she has developed marketing analytics to understand how much a consumer buys (dollar spend, frequency of purchases, choice, total sales) and how traditional and digital marketing campaigns influence purchases across retail channels (i.e., right-channeling, offline marketing activities nudging customers to buy from the web and vice versa).
Click to Shrink <<