College of Business: University of Illinois at Urbana-Champaign

Yunchuan(Frank) Liu

Associate Professor of Business Administration

Biographical Sketch

Prof. Yunchuan (Frank) Liu holds a Ph.D. in marketing from Columbia University. He currently teaches marketing research (undergraduate) and pricing strategy and tactics (MBA) in College of Business. His research focuses on distribution channel management, pricing strategy, retailing, and advertising. Prof. Liu's works have been published in top-tier academic journals including Marketing Science and Management Science.

Prof. Liu served on the editorial board of Marketing Science. He is also active as a reviewer for various journals in Marketing and Economics.