Prior to joining Freeman, Professor Ratchford spent eight years at the Owen Graduate School of Business at Vanderbilt University where he taught graduate-level courses in Marketing Strategy, New Product Development, and Marketing Channels. His research broadly focuses on how "boundedly rational" managers and consumers form judgments and make decisions. Research domains include inter-firm strategic alliance formation, financial investment decisions, choice deferral (the decision not to choose), asking for money, and new technology adoption.
Marketing Management (MKTG6020)
Marketing Fundamentals (MKTG3010)
Social and Online Marketing (MKTG4250)
Education & Affiliations
PhD in Marketing, Leeds School of Business, University of Colorado at Boulder
MBA, Simon School of Business, University of Rochester
BA in Economics, Virginia Tech University