Kenneth C. Wilbur

Curriculum Vitae

CV K. C. Wilbur

Contact Information

Rady School of Management
Wells Fargo Hall, Room 3W117
9500 Gilman Drive #0553
La Jolla, CA 92093-0553
Phone: 858.534.3441

Research Areas


Kenneth Wilbur, PhD

Associate Professor of Marketing

Kenneth C. Wilbur, M.A., Ph.D., teaches core marketing at the Rady School. Ken produces original, useful research at the intersection of advertising, media and technology. His work has been published in leading journals, won major awards, influenced practice and been presented at conferences, universities and companies worldwide. Ken was a faculty member at the University of Southern California and Duke University prior to joining UC San Diego.

Peer-Reviewed Publications

K. C. Wilbur, L. Xu, Kempe, D. 2013. Correcting Audience Externalities in Television Advertising. Marketing Science, in press.

Wilbur, K. C., P. W. Farris. 2013. Distribution and Market Share. Journal of Retailing, in press.

Joo, M., K. C. Wilbur, B. Cowgill, Y. Zhu. 2013. Television Advertising and Online Search. Management Science, in press.

A. D. Rennhoff, K. C. Wilbur. 2012. Local Media Ownership and Media Quality. Information Economics and Policy, 24 (3-4): 231-242.

Zhu, Y., K. C. Wilbur. 2011. Hybrid Advertising Auctions. Marketing Science, 30 (2): 249-273.

A. D. Rennhoff, K. C. Wilbur. 2011. The Effectiveness of Post-Release Movie Advertising. International Journal of Advertising, 30 (2): 305-328.

Wilbur, K. C., Y. Zhu. 2009. Click Fraud. Marketing Science, 28 (2): 293-308.

Farris, P. W., D. J. Reibstein, K. C. Wilbur. 2009. Distribution and Market Share. in Empirical Generalizations about Marketing Impact, ed. by Mike Hanssens, Marketing Science Institute.

Ailawadi, K., et al., K. C.Wilbur, J. Zhang. 2009. Empirical Models of Manufacturer-Retailer Interaction: A Review and Agenda for Future Research. Marketing Letters, 21 (3): 273- 285.

Wilbur, K. C. 2008. A Two-Sided, Empirical Model of Television Advertising and Viewing Markets. Marketing Science, 27 (3): 356-378.

Wilbur, K. C. 2008. How the Digital Video Recorder Changes Traditional Television Advertising. Journal of Advertising, 37 (1): 143-149.