Tirthankar Roy

Senior Lecturer of Marketing
Director of Master's Program in Marketing
Tirthankar Roy

McClelland Hall 324
1130 E. Helen St.
P.O. Box 210108
Tucson, Arizona 85721-0108

Areas of Expertise

Marketing strategy
International marketing

Tirthankar Roy is a lecturer of marketing at the Eller College of Management and the director of the Eller Master’s Program in Marketing. He earned his PhD in Marketing from UCLA in 1999. His areas of expertise include marketing strategy, pricing and international marketing.


  • MKTG 456 International Marketing Management


  • Michael J. Barone and Tirthankar Roy (2010), “Does Exclusivity Always Pay Off? Exclusive Price Promotions and Consumer Response,” Journal of Marketing, 74 (March), 121-132.
  • Michael J. Barone and Tirthankar Roy (2010), “The effect of deal exclusivity on consumer response to targeted price promotions: A social identification perspective,” Journal of Consumer Psychology, 20 (1), 78-89.
  • C. Rungie, G. Laurent, F.D. Riley, Donald G. Morrison and Tirthankar Roy (2005), “Measuring and Modeling the (Limited) Consistency of Free Choice Attitude Questions”, International Journal of Research in Marketing, 22 (3), 309-318.
  • S. R. Chakravarty and Tirthankar Roy (1985), “Measurement of Fuzziness: A General Approach,” Theory and Decision, 19, 163-69.


  • PhD in Marketing, Anderson School, UCLA, 1999
  • Master of Statistics, Indian Statistical Institute, Calcutta, India, 1981
  • Bachelor of Statistics (Honors), Indian Statistical Institute, Calcutta, India, 1980