Pradeep Chintagunta of the University of Chicago honored with prestigious marketing research award
American Marketing Association Names 2025 Charles Coolidge Parlin Marketing Research Award Winner
Pradeep Chintagunta of the University of Chicago honored with prestigious marketing research award
Chicago, IL— The American Marketing Association (AMA) Foundation is thrilled 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!
The Charles Coolidge Parlin Marketing Research Award is the oldest and most distinguished award in the marketing research field. Recipients of this award have demonstrated outstanding leadership and sustained impact on advancing and evolving the profession of marketing throughout their careers.
“The Charles Coolidge Parlin Marketing Research Award serves as a reminder of the impact that new knowledge creation, curiosity, and visionary leadership have on shaping the future of marketing,” said Bennie F. Johnson, CEO of the American Marketing Association.
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.
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.
The Charles Coolidge Parlin marketing research award was established in 1945 by the Philadelphia Chapter of the AMA and The Wharton School in association with the Curtis Publishing Company to honor persons who have made outstanding contributions to the field of marketing research. Established as a memorial to Charles Coolidge Parlin, who is recognized as a founder of marketing research, The Parlin Award is today a preeminent national honor.
Click here to view a list of past recipients.
If you are interested in attending the AMA Summer Academic Conference, please reach out to Amy Gwiazdowski for media pass information.
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About the American Marketing Association (AMA)
As the leading global professional marketing association, the AMA is the essential community for marketers. From students and practitioners to executives and academics, we aim to elevate the profession, deepen knowledge, and make a lasting impact. The AMA is home to five premiere scholarly journals including: Journal of Marketing, Journal of Marketing Research, Journal of Public Policy and Marketing, Journal of International Marketing, and Journal of Interactive Marketing. Our industry-leading training events and conferences define future forward practices, while our professional development and PCM® professional certification advance knowledge. With 70 chapters and a presence on 350 college campuses across North America, the AMA fosters a vibrant community of marketers. The association’s philanthropic arm, the AMA’s Foundation, is inspiring a more diverse industry and ensuring marketing research impacts public good.
AMA views marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. You can learn more about AMA’s learning programs and certifications, conferences and events, and scholarly journals at AMA.org.