Bio

Andrew Crecelius is an Assistant 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 managing customer relationships across multiple interpersonal and digital channels. His publications in these areas have appeared in leading journals such as Journal of Marketing, Journal of Marketing Research and Journal of the Academy of Marketing Science, and he has been awarded multiple competitive grants from the Marketing Science Institute. Professor 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.

While at Iowa State, Professor Crecelius developed a unique and innovative course in Sales 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 Tableau CRM.

Connect with Professor Crecelius on LinkedIn

 

Academic Work Experience

Expertise

• Business-to-business marketing

• Multichannel/omnichannel strategy

• Empirical modeling

• Sales force structure

Selected Publications

• Justin M Lawrence, Lisa K Scheer, Andrew T Crecelius, Son K Lam (2021-01-01) "Salesperson Dual Agency in Price Negotiations", Journal of Marketing, 85 (2):89-109. Link to Paper

• Srinath Gopalakrishna, Ashutosh Patil, and Andrew T. Crecelius "Hunting for New Customers: Assessing the Drivers of Effective Salesperson Prospecting and Conversion", Journal of Business Research, forthcoming

• Andrew T Crecelius, Justin M Lawrence, Ju-Yeon Lee, Son K Lam, Lisa K Scheer (2019-01-01) "Effects of channel members’ customer-centric structures on supplier performance", Journal of the Academy of Marketing Science, 47 (1):56-75. Link to Paper ResearchGate

• Justin M Lawrence, Andrew T Crecelius, Lisa K Scheer, Ashutosh Patil (2019-01-01) "Multichannel Strategies for Managing the Profitability of Business-to-Business Customers", Journal of Marketing Research, 56 (3):479-497. Link to Paper ResearchGate

• Justin M Lawrence, Andrew T Crecelius, Lisa K Scheer, Son K Lam (2019-01-01) "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

• Robert W Palmatier, Andrew T Crecelius (2019-01-01) "The “first principles” of marketing strategy", Academy of Marketing Science Review, 9 (1-2):5-26. Link to Paper ResearchGate

• Peter H Bloch, Srinath Gopalakrishna, Andrew T Crecelius, Marina Scatolin Murarolli (2017-01-01) "Exploring booth design as a determinant of trade show success", Journal of Business-to-Business Marketing, 24 (4):237-256. Link to Paper ResearchGate