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Rex Du


Department:     Marketing

Additional Titles:     Shelby H. Carter, Jr., and Patricia Carter Regents Professorship in Global Business Marketing

Industry Areas:     Advertising, Automobile Industry, Banking, Consumer Products, Retail

Research Areas:     Advertising, Customer Relationship Management, Marketing Metrics, Marketing Models

Yuxing Du

Rex Yuxing Du is an award-winning professor of marketing at the McCombs School of Business at The University of Texas at Austin. He teaches a variety of courses, including marketing analytics, marketing management, marketing research, customer relationship management, and database marketing. He is renowned both for his scholarship in the field and for his skill in the classroom.

Published in prestigious academic journals, his research addresses advertising effectiveness, online consumer interest tracking, brand health tracking, market response modeling, interactive marketing, customer relationship management, new product diffusion, and sales forecasting.

Du was part of the inaugural class of Marketing Science Institute scholars in 2018, a highly prestigious designation for the most prominent marketing scholars in the world. He has been invited to share his expertise with other marketing professors globally and has also presented his research at universities throughout the U.S., including Columbia University, Cornell University, Harvard University, and Dartmouth.

Du earned a Ph.D. in marketing from the Fuqua School of Business at Duke University and a Bachelor of Engineering degree in industrial foreign trade, with a minor in automatic control, from Shanghai Jiaotong University.



EMBA Faculty Honor Roll


Lucile and Leroy Melcher Excellence in Teaching Award, Bauer College of Business, University of Houston


Great Teaching Excellence Award for Outstanding EMBA Professor of the Year



Inaugural Class of Marketing Science Institute Scholars


William F. O’Dell Award Finalist


Best Paper Award, 25th Annual AMA Advanced Research Techniques Form

Rex Du, and Tsung-Yiou Hsieh. Aug. 2023. 
Leveraging Online Search Data as a Source of Marketing Insights.
Foundations and Trends in Marketing 17(4): 227-291.

Rex Du, Guanyi, Lu, and David Peng. Sep/Oct 2022. The Impact of Schedule Consistency on Shift Worker Productivity: An Empirical Investigation. Manufacturing and Service Operations Management 24(5): 2780-2796.

Rex Du, Oded Netzer, David A. Schweidel, and Debanjan Mitra. 2021. Capturing Marketing Information to Fuel Growth. Journal of Marketing 85(1), 163-183.

Chongyu Lu and Rex Du. 2020. Consumer Click Through Behavior Across Devices in Paid Search Advertising. Journal of Advertising Research 60(4), 394-406.

Rex Du, Linli Xu, and Kenneth C. Wilbur. 2019. Immediate Responses of Online Brand Search and Price Search to TV Ads. Journal of Marketing 83(4), 81-100.

Rex Du, Mingyu Joo, and Kenneth C. Wilbur. 2019. Advertising and Brand Attitudes: Evidence from 575 Brands Over Five Years. Quantitative Marketing and Economics 17(3), 257-323.

Sina Damangir, Rex Du, and Ye Hu. 2018. Uncovering Patterns of Product Co-consideration: A Case Study of Online Vehicle Price Quote Request Data. Journal of Interactive Marketing 42, 1-17.

Rex Du and Wagner Kamakura. 2015. Improving the Statistical Performance of Tracking Studies Based on Repeated Cross-Sections with Primary Dynamic Factor Analysis. International Journal of Research in Marketing 32(1), 94-112.

Rex Du, Ye Hu, and Sina Damangir. 2015. Leveraging Trends in Online Searches for Product Features in Market Response Modeling. Journal of Marketing 79(1), 29-43.

Ye Hu, Rex Du, and Sina Damangir. 2014. Decomposing the Impact of Advertising: Augmenting Sales with Online Search Data. Journal of Marketing Research 51(3), 300-319.

Eunkyu Lee, Richard Staelin, Weon Yoo, and Rex Du. 2013. A "Meta" Analysis of Multi-Brand, Multi-Outlet Channel Systems. Management Science 59(9), 1950-1969.

Wagner Kamakura and Rex Du. 2012. How Economic Contractions and Expansions Affect Expenditure Patterns. Journal of Consumer Research 48(1), 28-47.

Rex Du and Wagner Kamakura. 2012. Quantitative Trendspotting. Journal of Marketing Research 49(4), 514-536.

Rex Du. 2011. "Research Reliability and Validity", in Wiley International Encyclopedia of Marketing, John Wiley & Sons, 249-253.

Rex Du. 2011. "Univariate Techniques", in Wiley International Encyclopedia of Marketing, John Wiley & Sons, 283-288.

Rex Du and Wagner Kamakura. 2011. Measuring Contagion in the Diffusion of Consumer Packaged Goods. Journal of Marketing Research 48(1), 28-47.

Rex Du and Wagner Kamakura. 2008. Where Did All That Money Go? Understanding How Consumers Allocate Their Consumption Budget. Journal of Marketing 72(6), 109-131.

Rex Du, Wagner Kamakura, and Carl Mela. 2007. Size and Share of Customer Wallet. Journal of Marketing 71(April), 94-113.

Rex Du and Wagner Kamakura. 2006. Household Life Cycles and Lifestyles in the United States. Journal of Marketing Research 43(1), 121-132.

Rex Du, Eunkyu Lee, and Richard Staelin. 2005. Bridge, Focus, Attack, or Stimulate: Retail Category Management Strategies with a Store Brand. Quantitative Marketing and Economics 3(4), 393-418.

Chris Moorman, Rex Du, and Carl Mela. 2005. The Effect of Standardized Information on Firm Survival and Marketing Strategies. Marketing Science 24(2), 263-274.

Rex Du and John Farley. 2001. Research on Technological Innovation as Seen through the Chinese Looking Glass. Journal of Enterprising Culture 9(1), 53-89.

Thomas Clarke and Rex Du. 1998. Corporate Governance in China: Explosive Growth and New Patterns of Ownership. Long Range Planning 31(2), 239-251.