Xu Zhang
Assistant Professor of Marketing
BSc (Tsinghua) BA (Peking) PhD (Michigan)
Xu Zhang explores the effects of marketing strategies in digital platform markets, including e-commerce, freelance, online travel, healthcare, and NFT. Specifically, her research focuses on how pricing and advertising strategies affect market efficiency, business profits, and consumer welfare. Her work has been published in journals such as Marketing Science and the Journal of Economics & Management Strategy. She is an editorial board member of Marketing Science.
Xu collaborates with a variety of companies around the world for her research. She holds a Ph.D. in Business Economics from the University of Michigan. She has taught Digital Marketing elective, Empirical Marketing Models PhD seminar, and Marketing core at LBS. She was the runner-up for LBS’s Best Teacher Award in MiM 2021.
- xzhang@london.edu
- +44 (0)20 7000 8062
- Xu Zhang CV
- Pricing Strategy
- Bargaining
- Advertising
- Digital Platform Markets
2021
'Meet Me Halfway': The Costs and Benefits of Bargaining
Zhang X; Manchanda P; Chu J
Marketing Science 2021 Vol 40:6 p 1009-1216
2019
Brighter prospects? Assessing the franchise advantage using census data
Lafontaine F; Zapletal M; Zhang X
Journal of Economics and Management Strategy 2019 Summer Vol 28:2 p 175-197
2022
The Value of Platform Endorsement
Bairathi M; Zhang X; Lambrecht A
Social Sciences Research Network
2021
Online Healthcare Platform Evolution: The Interplay of Bargaining and Network Effects
Zhang X; Chu J; Manchanda P
Social Sciences Research Network
2020
TV Advertising and Online Sales: The Role of Inter-Temporal Substitution
Lambrecht A; Tucker C E; Zhang X
Social Sciences Research Network
Teaching portfolio
Our teaching offering is updated annually. Faculty and programme material are subject to change.
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Masters Degrees electives
Optional courses providing a deep dive into specialist areas.
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Digital Marketing
The Digital Marketing course is built on the premise that value creation via marketing in the digital age is fundamentally different. The main difference from the conventional view of marketing, where the unit of analysis is a firm or a consumer, is that the unit of analysis for marketing in the digital age is the network. The courses pedagogical style spans both thinking and doing. To that end, lectures and case discussions will be supplemented with in-class exercises and demonstrations as well as a simulation and online learning.
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Digital Marketing