Jonathan Zhang is an associate professor of marketing at Colorado State University. He is also affiliate faculty in the CSU Data Science Research Institute.  

Zhang’s research leverages econometric and machine learning methods to investigate how consumer behaviors evolve in B2B and B2C domains, how organizations can use data analytics and marketing intervention to understand their customer portfolios, and how to best acquire, expand and retain customers to foster customer loyalty and enhance company performance. 

His second research stream sits at the intersection of marketing, technology and organization, where he explores how consumers, companies and society can benefit from the effective and responsible deployment of novel technologies and business models. 

He holds Ph.D. in quantitative marketing and M.Phil. from Columbia University, and a B.A and B.S. in economics and mathematical statistics from Rutgers University.  

His research has been published in Marketing Science, Management Science, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Information Systems Research, Harvard Business Review, MIT Sloan Management Review, California Management Review and others.