Imperial College London


Business School

Associate Professor of Marketing



g.yildirim CV




Business School BuildingSouth Kensington Campus





Dr. Gokhan Yildirim is Associate Professor of Marketing at Imperial College Business School. His research is at the intersection of marketing effectiveness, metrics and models. Specifically, his research concerns short- vs. long-term effectiveness of digital and non-digital marketing efforts, cross-channel marketing resource allocation, and consumer attitudinal metrics for guiding marketing decisions. He uses applied time-series econometrics and dynamic programming tools to offer managerially relevant insights in these areas.

Gokhan’s work appeared in leading journals of the field such as Journal of Marketing, Marketing Science and International Journal of Research in Marketing. He is the recipient of the 2018 ISMS-MSI Gary Lilien Practice Prize award. His academic work was presented in the major conferences of the field such as INFORMS Marketing Science, Theory and Practice in Marketing (TPM), Marketing Dynamics and EMAC.

His research has been sponsored by several research grants from Wharton Customer Analytics Initiative (WCAI), Marketing Science Institute, AiMark, and Spanish Ministry of Science and Innovation. With his co-authors, he was the grant recipient for the Marketing Science Institute Research Competition on “Communication and Branding in a Digital Era".

He received his Ph.D. in Business Administration and Quantitative Methods with a specialization in marketing from Carlos III University, Madrid. He holds a B.A. degree in Business Administration from Marmara University, Istanbul, Turkey.

Previously, Gokhan taught Digital Marketing, Marketing Research Methods, Forecasting, and Business Analytics courses at undergraduate and graduate levels. At Imperial, Gokhan teaches on the executive MBA, MSc Business Analytics and MSc Strategic Marketing programs.

Selected Publications

Journal Articles

Kuebler R, Pauwels K, Yildirim G, et al., 2018, App popularity: where in the world are consumers most sensitive to price and user ratings?, Journal of Marketing, Vol:82, ISSN:1547-7185, Pages:20-44

Esteban-Bravo, M, Vidal-Sanz, et al., 2017, Can retail sales volatility be curbed through marketing actions?, Marketing Science, Vol:36, ISSN:1526-548X, Pages:232-253

Esteban-Bravo M, Vidal-Sanz JM, Yildirim G, 2014, Valuing customer portfolios with endogenous mass and direct marketing interventions using a stochastic dynamic programming decomposition, Marketing Science, Vol:33, ISSN:0732-2399, Pages:621-640

Hanssens DM, Pauwels KH, Srinivasan S, et al., 2014, Consumer attitude metrics for guiding marketing mix decisions, Marketing Science, Vol:33, ISSN:0732-2399, Pages:534-550

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