Doctoral Student

Lingling Zhang

Lingling is a fifth-year doctoral student in the Marketing Unit at the Harvard Business School. Her primary research interests are business-to-business marketing and multi-channel marketing. In one of her papers, Lingling uses a proprietary dataset to examine the role of market power on price negotiations between merchants and online retailers. Her other work examines the effectiveness of multi-channel marketing in the context of television advertising, personal selling, and online video advertising.

Prior to Harvard, she worked for five years as a statistician at the University of Michigan. Lingling earned her B.A. and M.S. in Information Science from Nanjing University in China and her M.S. in Applied Statistics from the University of Michigan.

  1. Overview

    by Lingling Zhang

    Lingling's primary research interests are business-to-business marketing and multi-channel marketing. In one of her papers, she uses a proprietary dataset to examine the role of market power on price negotiations between merchants and online retailers. Her other work examines the effectiveness of multi-channel marketing in the context of television advertising, personal selling, and online video advertising.

    Keywords: business-to-business marketing; multi-channel marketing; marketing effectiveness;