The AMA Foundation (AMAF) is proud to recognize Pradeep Chintagunta, Joseph T. and Bernice S. Lewis Distinguished Service Professor of Marketing at the Booth School of Business, University of Chicago, as the recipient of the 2025 Charles Coolidge Parlin Marketing Research Award!
Given to leading scholars and practitioners, the Charles Coolidge Parlin Marketing Research Award is the oldest and most distinguished award in the field. Recipients of this award have demonstrated outstanding leadership and sustained impact on advancing and evolving the profession of marketing throughout their careers. Click here to view a list of past recipients.
About the Winner
Pradeep K. Chintagunta is a distinguished scholar in the field of quantitative marketing, known for his influential work focusing on the empirical study of consumer, agent, and firm behavior across diverse markets, including packaged goods, pharmaceuticals, technology, and online platforms. More recently, he has started working in “development marketing” – studying the role of marketing in economic development.
Pradeep earned his PhD from Northwestern University and has also served on the faculty of the Johnson School, Cornell University, prior to joining the University of Chicago faculty in 1995. He is an ISMS Fellow and serves on the Board of Governors of the Indian Institute of Management, Ahmedabad, and is an advisor at Shiv Nadar University. A prolific scholar, Chintagunta’s research has appeared in the Journal of Marketing Research, Marketing Science, Management Science, Quantitative Marketing and Economics, the International Journal of Research Marketing, the Journal of the American Statistical Association, and the Journal of Econometrics.
Throughout his career, Pradeep has advanced marketing research by developing robust and
innovative methodologies, demonstrating their practical value for organizations, and expanding
the discipline’s reach to address critical societal issues in areas including consumer behavior modeling, marketing analytics, pharmaceutical market regulation, and the intersection of marketing with public welfare initiatives, specifically in emerging markets. “By seamlessly bridging rigorous academic inquiry and practical application, Professor Chintagunta has elevated the role and impact of marketing research in both scholarly and industry circles,” shared Vijay Mahajan, Professor of Marketing at the University of Texas at Austin.
Professor Pradeep Chintagunta will be honored at the AMA Foundation Awards Luncheon on August 23, 2025, during the 2025 AMA Summer Academic Conference in Chicago, IL, August 22-24.
