Professor Bowman joined Goizueta Business School in Summer 1999. His research focuses on empirically investigating the long-term effects of marketing strategies, the effects of competition on marketing strategy, on understanding how buyer-seller relationships evolve over time, and understanding the conditions which favor standardization versus customization of marketing programs. His research has been published in journals that include the Journal of Marketing Research, Marketing Science, and the International Journal of Research in Marketing, and articles based on his research have appeared in a number of newspapers and business magazines including the Economist, and he has appeared on television such as MS-NBC to discuss topics related to marketing strategies and tactics and consumer trends, to name a few. His research into the evolution of customer preferences in a new market won the 2001 Paul E. Green Award for the paper published in the JMR deemed to have the greatest potential to contribute significantly to the practice of marketing research and research in marketing. He was a finalist for the 2003 best paper award in IJRM.

Professor Bowman's recent teaching includes courses in product and brand management, in marketing management and strategy, and in global marketing management. He is listed as outstanding faculty in four recent editions of Business Week's Guide to the Best Business Schools. In 2004, he was awarded the Marc F. Adler Prize for Excellence in Teaching, which honors teaching quality, course innovation and relevance to real-world problem solving in all Goizueta Business School programs over a 3 year period. He was previously on the faculty at the Krannert School of Management, Purdue University where he was selected as the Outstanding Undergraduate Teacher four years in a row, and was runner-up once. In the MBA program, he was runner-up for the Outstanding MBA Teacher Award his last four years there. He has executive education and consulting experience in areas related to marketing research, product and brand management, customer behavior, new product development, and marketing strategy with firms ranging from Coca-Cola to Burson-Marsteller to Earthlink to Eli Lilly to Group BMW to Whirlpool.

Outside of Emory, he enjoys fitness, ice hockey, and coaching little-league soccer teams to an occasional victory.


  • Ph.D.
    The Wharton School, University of Pennsylvania
  • M.A.
    University of Pennsylvania
  • Master's
    Ivey School of Business, University of Western Ontario
  • B.Eng.
    University of Waterloo

Media Appearances

  • December 30, 2014
    WABE 90.1
    “Certainly on the carbonated side, business is in some cases stagnant,” says Doug Bowman, who teaches marketing at Emory University’s Goizueta Business School. Consumption of coke’s soft drinks has been falling in North America and Europe and flatlining in Latin America, but Bowman says the company has done a good job of building other products like its Minute Maid and Simply juices, bottled water, sports drinks and even milk. Still, Coke posted a 14 percent drop in third quarter profits this year, and in October warned it would miss not only this year’s profit target, but likely next year’s as well. Bowman points to struggling overseas markets as part of the reason business isn’t booming like it did in year’s past...