Professor Ratchford spent the past eight years as Assistant Professor of Marketing 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.
Social and Online Marketing (MKTG4250)
Marketing Fundamentals (MKTG3010)
Marketing Management (MKTG6020)
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