What celebrities and brands should form the next best (or worst) collab? Should a salesperson show a customer a perfume or spritz them instead? What’s the optimal value for a mobile coupon? Should social media ads feature moving or still characters? These are some of the questions that Dr. Cesar Zamudio, Associate Professor of Marketing, has investigated in his scholarly research, which spans over a decade.
Underlying the diverse topics César studies is an emphasis on marketing analytics. This started early—after all, he will proudly comment that his first job as a high-school student was data entry with Excel! As a researcher, his specialty is data collection, analysis, and most importantly, storytelling—to not only uncover the truth behind a business problem effectively but also to communicate it. In his view, creativity and analytical acumen go hand in hand.
César received his BA in Marketing from Tec de Monterrey, Mexico, and his Ph.D. in Management Science (Marketing) from the University of Texas at Dallas. Prior to joining VCU, he served as a faculty member at Kent State University. His research has received multiple international awards and has been published in leading Marketing and Management journals. His academic expertise is complemented by his experience as CMO of Kamikaze Arte Promocional, a promotional products distributor startup he co-founded prior to becoming an academic.
Cesar is an avid fashion enthusiast and collector and loves to try (and recommend!) restaurants. He also enjoys reading, playing video games, traveling, art, and nature photography—his favorites are squirrels and chipmunks.