Carrie M. Heilman

Associate Professor of Commerce

Office phone: 434-243-8738
e-mail: heilman@virginia.edu

Education:

Ph.D., Management, Krannert Graduate School of Management, Purdue University
B.A., Mathematics, College of the Holy Cross

Areas of Expertise:

Professor Heilman’s research interests include modeling consumer choice and brand loyalty in frequently purchased consumer goods categories, customer relationship management (CRM), and the impact of consumer promotions, especially in-store promotions, on consumer behavior. Her current research focuses on several topics, including in-store free samples, loyalty program incentives, retail brand extension strategies, and consumer spending on luxury goods. Professor Heilman teaches the introductory marketing course in the Integrated Core Experience (ICE) and an elective on brand management. She has consulting experience in the areas of trademark infringement, new product development, and in-store promotional strategy, to name a few.

Professional Activities:

Professor Heilman has presented her research at national conferences sponsored by the American Marketing Association (AMA), the Institute for Operations Research and Management Science (INFORMS), and the Association for Consumer Research (ACR). Her research has been published in journals such as Journal of Marketing Research; Journal of Marketing; International Journal of Research in Marketing; and Journal of Interactive Marketing. She has reviewed papers for Journal of Marketing Research; Marketing Science; Journal of Marketing; Journal of Retailing; and Journal of Business Research.
 

Vita