Measuring and maximizing customer lifetime value (CLV) and customer equity is a research focus for J. Andrew Petersen. Other areas of interest are managing product return behavior by customers, measuring the value of customers’ word-of-mouth marketing, and linking marketing metrics to financial performance.

His research has been published in leading journals, including the Journal of Marketing, Harvard Business Review, Journal of Retailing, Journal of the Academy of Marketing Science and Journal of Service Research.

Dr. Petersen teaches courses in marketing and sales management, customer relationship management (CRM), new product innovation and management, international marketing research and database marketing.

He worked as a marketing associate and web developer for SS&C Technologies in Windsor, Conn., prior to his academic career.

He received his PhD in business administration with a concentration in marketing from the University of Connecticut and his BA with honors in economics from UNC-Chapel Hill.