Ivy Profile

profile image of Andrew Crecelius

Andrew Crecelius

Title: Associate Professor
Department: Marketing
Office: 3345 Gerdin

Google Scholar Logo
Research Gate Logo


Andrew Crecelius is an Associate Professor of Marketing at the Ivy College of Business at Iowa State University. He earned his bachelor’s degree in finance from the University of Notre Dame, and his MBA and doctoral degrees in marketing from the University of Missouri. He has conducted empirical and conceptual research on topics in marketing strategy and business-to-business marketing, with a focus on the accountability of relationship management strategies. His publications in these areas have appeared in leading journals such as Journal of MarketingJournal of Marketing Research, MIS Quarterly, and Journal of the Academy of Marketing Science, and he has been awarded multiple competitive grants from the Marketing Science Institute. He also serves on the Editorial Review Boards of the Journal of the Academy of Marketing Science, the Journal of Retailing, and the Journal of Business ResearchProfessor Crecelius’ research has leveraged collaborative consulting arrangements with firms in industries such as industrial distribution and financial services to highlight practical and actionable solutions to pervasive marketing problems. More recently, he has begun focusing on research projects in the digital realm, including issues related to livestreaming, e-commerce, marketing analytics, and online reviews. 

While at Iowa State, Professor Crecelius developed a unique and innovative course in Sales Enablement Tools, Technology, and Analytics. Inspired by the ongoing digital transformation of the business world, the course teaches future salespeople and sales managers the fundamentals of analytical intuition, data structure, and visual insights while laying a practical foundation of skills in Salesforce and CRM Analytics. In addition, Professor Crecelius developed a PhD seminar on empirical modeling, teaching doctoral students vital methods necessary to conduct high-quality academic research.

Connect with Professor Crecelius on LinkedIn


Academic History

  • Ph.D., Marketing, University of Missouri, 2016
  • BBA, Finance, University of Notre Dame, 2010
  • MBA, Marketing, University of Missouri, 2013

Academic Work Experience

Assistant Professor
Iowa State University
2019 -

Assistant Professor
University of Alabama at Birmingham
2016 - 2019


  • Business-to-business marketing
  • Multichannel/omnichannel strategy
  • Sales management
  • Marketing analytics
  • Empirical modeling
  • Digital marketing
  • Livestreaming


Paper Selected as Finalist for the 2021 Shelby D. Hunt/Harold H Maynard Award - 2022
Paper selected as Winner of the 2022 AMA Sales SIG Excellence in Research Award - 2022
Selected as Marketing Strategy Consortium (Texas A&M University) Faculty Fellow - 2022
Ivy College of Business Early Career Achievement in Research Award - 2021
Ivy College of Business Research Acceleration Grant - 2020
Big XII Faculty Fellowship Grant - 2020
Marketing Science Institute Grant (with Justin Lawrence and Robert Palmatier) - 2018
Marketing Science Institute Grant (with Srinath Gopalakrishna and Ashutosh Patil) - 2015
Marketing Science Institute Thought Leadership on the Sales Profession Grant Award (with Srinath Gopalakrishna) - 2013

Selected Publications

  • Kanuri, V. K., Crecelius, A. T., & Kumar, S. (forthcoming) "Disentangling the Customer-level, Cross-channel Effects of Large-Order-Advantaged Online Shipping Policies", MIS Quarterly: Management Information Systems, Link to Paper
  • Crecelius, A.T., Lawrence, J.M., Palmatier, R.W., & Zhang, J.Z. (forthcoming) "Multichannel discount spillover in B2B markets", Journal of the Academy of Marketing Science, Link to Paper
  • Crecelius, A. T., Lawrence, J. M., Ogilvie, J. L., & Rapp, A. A. (2022) "Riding the waves or rocking the boat? Benefits and unintended consequences of customer growth strategies", Industrial Marketing Management, 107:407-422. Link to Paper
  • Gopalakrishna, S., Crecelius, A. T., & Patil, A. (2022) "Hunting for New Customers: Assessing the Drivers of Effective Salesperson Prospecting and Conversion", Journal of Business Research, 149:916-926. Link to Paper
  • Lawrence, J. M., Scheer, L. K., Crecelius, A. T., & Lam, S. K. (2021) "Salesperson Dual Agency in Price Negotiations", Journal of Marketing, 85 (2):89-109. Link to Paper
  • Palmatier, R. W., & Crecelius, A. T. (2019) "The “first principles” of marketing strategy", Academy of Marketing Science Review, 9 (1-2):5-26. Link to Paper , ResearchGate
  • Lawrence, J. M., Crecelius, A. T., Scheer, L. K., & Patil, A. (2019) "Multichannel Strategies for Managing the Profitability of Business-to-Business Customers", Journal of Marketing Research, 56 (3):479-497. Link to Paper , ResearchGate
  • Lawrence, J. M., Crecelius, A. T., Scheer, L. K., & Lam, S. K. (2019) "When it pays to have a friend on the inside: contingent effects of buyer advocacy on B2B suppliers", Journal of the Academy of Marketing Science, 47 (5):837–857. Link to Paper , ResearchGate
  • Crecelius, A. T., Lawrence, J. M., Lee, J. Y., Lam, S. K., & Scheer, L. K. (2019) "Effects of Channel Members' Customer-Centric Structures on Supplier Performance", Journal of the Academy of Marketing Science, 47 (1):56-75. Link to Paper
  • Bloch, P. H., Gopalakrishna, S., Crecelius, A. T., & Scatolin Murarolli, M. (2017) "Exploring booth design as a determinant of trade show success", Journal of Business-to-Business Marketing, 24 (4):237-256. Link to Paper , ResearchGate